本文關(guān)鍵詞： B2C電子商務(wù) 物流配送 滿意度 模糊綜合評價　出處：《昆明理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,互聯(lián)網(wǎng)的發(fā)展和智能手機(jī)的普及,進(jìn).步促進(jìn)了傳統(tǒng)商務(wù)向電子商務(wù)轉(zhuǎn)變,網(wǎng)絡(luò)購物的用戶越來越多。在中國網(wǎng)絡(luò)零售市場中,B2C電子商務(wù)所占的市場份額逐漸超過C2C電子商務(wù)所占的市場份額,B2C電子商務(wù)的發(fā)展對物流配送提出了更高的要求。雖然當(dāng)前我國電子商務(wù)物流配送在硬件和軟件的建設(shè)上有了很大的進(jìn)步,用戶滿意度水平有所提高,但是還存在著影響用戶滿意度的因素,怎樣找到影響用戶滿意度的物流配送因素,進(jìn)而提出對策建議以提升用戶的滿意度,進(jìn)一步促進(jìn)我國B2C電子商務(wù)的發(fā)展就變得相當(dāng)重要。通過大量研究B2C電商環(huán)境下的物流感知服務(wù)質(zhì)量、物流配送服務(wù)質(zhì)量有關(guān)的文獻(xiàn)資料,綜合考慮B2C電子商務(wù)物流配送的流程和特點(diǎn),聽取有關(guān)專家學(xué)者們的意見,初步確定具有三級層次結(jié)構(gòu)的物流配送評價指標(biāo)體系。然后,根據(jù)指標(biāo)體系設(shè)計(jì)調(diào)查問卷,對各大B2C電子商務(wù)網(wǎng)站的用戶進(jìn)行調(diào)研,取得調(diào)查數(shù)據(jù)。采用相關(guān)分析等對指標(biāo)進(jìn)行純化調(diào)整;采用信度分析和效度分析進(jìn)行可靠性和有效性分析,得到最終的評價指標(biāo)體系。天貓商城的物流配送模式是“第三方物流配送”,京東商城的物流配送模式是“自營配送+第三方物流配送”,兩者代表了不同的物流配送模式,且兩者在B2C電商市場份額中遙遙領(lǐng)先,穩(wěn)穩(wěn)占據(jù)前兩位,因此選擇天貓商城和京東商城進(jìn)行有關(guān)B2C電子商務(wù)物流配送用戶滿意度的實(shí)證分析是科學(xué)合理的。然后使用層次分析法和模糊綜合評價法對天貓商城和京東商城物流配送用戶滿意度進(jìn)行綜合評價,并且結(jié)合用戶在調(diào)查問卷中對B2C電子商務(wù)網(wǎng)站物流配送開放性問題的回答,提出提升B2C電子商務(wù)物流配送用戶滿意度的對策和建議,促進(jìn)我國B2C電子商務(wù)的健康發(fā)展。
[Abstract]:In recent years, with the development of the Internet and the popularity of smart phones, the traditional business has been transformed into electronic commerce, and more and more users have been shopping online in China's online retail market. The market share of B2C e-commerce is more than that of C2C e-commerce. The development of B2C e-commerce has put forward higher requirements for logistics distribution. Although the construction of hardware and software of e-commerce logistics distribution in China has made great progress, the level of customer satisfaction has been improved. However, there are still factors that affect customer satisfaction, how to find the logistics distribution factors that affect customer satisfaction, and then put forward countermeasures to improve customer satisfaction. It is very important to further promote the development of B2C e-commerce in China. Through a large number of research on logistics perceived service quality, logistics distribution service quality related documents under B2C e-commerce environment. Considering the flow and characteristics of B2C e-commerce logistics distribution, listening to the opinions of experts and scholars, the evaluation index system of logistics distribution with three-level structure is preliminarily determined. Then. According to the index system, the questionnaire is designed, the users of each B2C e-commerce website are investigated, and the survey data are obtained. Reliability analysis and validity analysis are used to analyze reliability and validity, and the final evaluation index system is obtained. Tmall's logistics distribution mode is "third party logistics distribution". JingDong Mall's logistics distribution mode is "self-distribution third party logistics distribution", both represent different logistics distribution mode, and they are far ahead in the B2C e-commerce market share, occupying the first two positions steadily. Therefore, it is scientific and reasonable to choose Tmall and JingDong Mall to analyze the customer satisfaction degree of B2C e-commerce logistics distribution. Then, we use the analytic hierarchy process and fuzzy comprehensive evaluation method to analyze Tmall and Tmall. The comprehensive evaluation of the customer satisfaction degree of the logistics distribution in the mall is carried out. And combined with the users in the questionnaire to B2C e-commerce website logistics distribution open question of the answer, proposed to enhance the B2C e-commerce logistics distribution customer satisfaction countermeasures and suggestions. To promote the healthy development of B2C e-commerce in China.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F274;F259.2

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本文編號：1449531