【摘要】：隨著線下家電渠道商電商化趨勢不斷加快和消費者網(wǎng)購熱情的日益攀升，線上銷售家電儼然成為了家電市場的第三大渠道業(yè)態(tài)。作為家電銷售的重要途徑之一，電商的快速發(fā)展對家電銷售產(chǎn)生了重大的影響，在快速發(fā)展的同時，售后問題也隨之劇增。家電產(chǎn)品，尤其是大家電，由于其產(chǎn)品的特殊性和服務的復雜性，成為了用戶投訴的“重災區(qū)”。目前，雖然有不少學者從不同角度研究網(wǎng)絡購物情景下物流服務質(zhì)量的相關(guān)問題，但較少從網(wǎng)絡環(huán)境中產(chǎn)品細分市場的角度出發(fā)，，對于如何測評大家電B2C網(wǎng)絡購物配送物流服務質(zhì)量尚未形成一套科學而系統(tǒng)的方法和體系。論文以此進行研究，對于豐富和完善網(wǎng)絡購物物流服務質(zhì)量的定量測評方法具有一定的意義。 首先論文通過介紹家電產(chǎn)品、家電物流配送等相關(guān)概念，歸納并梳理家電配送的模式及特點、服務質(zhì)量及物流服務質(zhì)量的內(nèi)涵、指標維度及其測度模型等同類研究成果，以界定大家電B2C網(wǎng)絡購物配送物流服務質(zhì)量的內(nèi)涵。其次，以LSQ模型和SERVQUAL模型為基礎，結(jié)合現(xiàn)有研究，構(gòu)建了大家電B2C網(wǎng)絡購物配送物流服務質(zhì)量測評指標體系，該模型包含服務的可得性、貨品完好程度、時間性、員工素質(zhì)、服務的完整性等5個測評維度和22個具體的測評指標。在此基礎上，設計問卷，并通過網(wǎng)絡調(diào)研網(wǎng)站收集了273份有效問卷，采用SPSS軟件對收集的數(shù)據(jù)進行描述性分析、探索性因子分析、效度和信度檢驗等定量分析，達到篩選純化測評指標體系維度與指標的目的，確定最終的大家電B2C網(wǎng)絡購物配送物流服務質(zhì)量測評指標體系，并在此基礎上，對測評體系進行回歸分析，探討各維度對整體服務質(zhì)量的貢獻率大小，并進行排序；最后，針對京東用戶的隨機抽樣調(diào)查，并根據(jù)IPA分析法對京東商城的物流服務質(zhì)量進行測評，提出相應的改進京東商城物流服務質(zhì)量的建議和意見，確保京東商城顧客的滿意度。完成本研究從理論模型的構(gòu)建、校檢到應用的研究過程。
[Abstract]:With the increasing trend of e-commerce and the increasing enthusiasm of online shopping, online sales of household appliances have become the third largest channel business in the home appliance market. As one of the important ways of household appliances sales, the rapid development of e-commerce has a significant impact on the sales of household appliances. Because of its particularity and complexity of service, household appliances, especially large appliances, have become the "disaster areas" where users complain. At present, although many scholars study the related problems of logistics service quality under the network shopping situation from different angles, but less from the point of view of product segmentation market in the network environment, There is not yet a set of scientific and systematic methods and systems for evaluating the logistics service quality of B2C network shopping and distribution of large household appliances. The research in this paper has certain significance for enriching and perfecting the quantitative evaluation method of network shopping logistics service quality. First of all, the paper introduces the related concepts, such as household appliances, home appliances logistics distribution and other related concepts, summarizes and combs the patterns and characteristics of home appliances distribution, the connotation of service quality and logistics service quality, the index dimension and its measurement model, and other similar research results. In order to define the content of B2C network shopping distribution logistics service quality. Secondly, on the basis of LSQ model and SERVQUAL model, combined with the existing research, the evaluation index system of logistics service quality of B2C network shopping distribution of large household appliances is constructed. The model includes the availability of service, the degree of good quality of goods, the timeliness of service, and the quality of staff. Service integrity and other 5 dimensions and 22 specific evaluation indicators. On this basis, the questionnaire is designed, and 273 valid questionnaires are collected through the network research website. The data collected are analyzed quantitatively by SPSS software, exploratory factor analysis, validity and reliability test, etc. To achieve the purpose of screening and purifying the evaluation index system dimension and index, determine the final B2C network shopping distribution logistics service quality evaluation index system, and on the basis of this, carry on regression analysis to the evaluation system. The contribution rate of each dimension to the overall service quality is discussed and sorted. Finally, the random sampling survey of JingDong users and the evaluation of the logistics service quality of JingDong Mall based on IPA analysis are carried out. To improve the logistics service quality of JingDong Mall, to ensure the customer satisfaction of JingDong Mall. In this study, the theoretical model is constructed and checked to the application of the research process.
【學位授予單位】：廣東財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F724.6;F252

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