电商平台逆向物流服务质量对消费者二次购买意愿的影响——以京东为例

电商平台逆向物流服务质量对消费者二次购买意愿的影响

——以京东为例

【摘要】在电商物流迅速发展的今天，消费者对于电商平台物流服务质量要求也随之更高，而电商平台物流服务质量消费者二次购买意愿有重要影响，而逆向物流服务质量也是物流服务中的关键环节。电商平台物流逆向服务质量的反馈可以根据客户价值理论分为四个维度，其对于消费者二次购买意愿有直接影响。本文基于客户价值理论，通过对京东平台消费者对于京东物流逆向服务质量的反馈，进行相关信度分析，根据卡方检验的分析方法，得出电商平台要注重消费者在逆向物流服务的维度为感知有用性，也就是在服务本身带来的外在动机上，通过服务本身特性带来的使用效果或价值的提升，例如减少退货手续、缩小退货所需时间等措施可提高消费者二次购买的意愿。

【关键词】二次购买意愿；逆向物流；服务质量

The influence of service quality of reverse logistics on

consumers' second purchase intention on e-commerce

platform

-- Taking jingdong as an example

[Abstract] Today, with the rapid development of e-commerce logistics, consumers have higher requirements on the service quality of e-commerce platform logistics, and the second purchase intention of consumers on e-commerce platform logistics service quality has an important impact, and reverse logistics service quality is also a key link in logistics service. The feedback of the reverse service quality of e-commerce platform logistics can be divided into four dimensions according to the theory of customer value, which has a direct impact on the second purchase intention of consumers. In this paper, based on the customer value theory, and through the jingdong platform consumers for jingdong reverse logistics service quality feedback, related to the reliability analysis, according to the chi-square analysis method, it is concluded that electric business platform should pay attention to consumers in the reverse logistics service dimensions of perceived usefulness, also is in the service itself with extrinsic motivation, through the use of the service itself characteristics bring effect or value of ascension, for example, reduces return, the return of the time needed for secondary measures can improve consumer purchase intention.

[Key word]Secondary purchase intention reverse logistics Perceived usefulness

目录

1前言 (1)

2绪论 (2)

2.1选题背景 (2)

2.1.1现代电商发展速度快，业务量大 (2)

2.1.2网购基数扩大带来的退货问题增多造成物流成本增加 (2)

2.1.3退货问题给电商平台逆向物流服务质量的带来的处理要求水平在提

升 (2)

2.2背景 (2)

2.3选题目的以及意义 (3)

2.4国内外现状和发展趋势 (3)

2.4.1国内状况和发展趋势 (3)

2.4.2国外状况和发展趋势 (4)

2.4.3现状总结 (4)

2.5研究目标和重点解决问题 (4)

2.5.1研究目标 (4)

2.5.2重点解决的问题 (5)

2.6研究方法 (5)

3逆向物流服务质量与购买意愿 (7)

3.1逆向物流的定义 (7)

3.2京东的逆向物流现状 (7)

3.3购买意愿的定义和特征 (7)

3.4逆向物流服务质量的评判因素 (8)

4研究调查分析 (13)

4.1逆向物流服务质量调查问卷设计 (13)

4.2京东逆向物流服务质量调查问卷收集结果 (13)

4.3信度分析 (15)

4.4样本效度分析 (15)

4.4.1KMO检验和巴特利球体检验 (15)

4.4.2协方差矩阵 (16)

4.4.3碎石检验 (16)

4.5京东逆向物流退货物流所需时间 (17)

4.6退货实际耗时与可接受退货耗时 (17)

4.7退货方式的选择偏好 (17)

4.8逆向物流服务质量存在的问题 (20)

5结论 (23)

5.1加强退货中的合同管理 (23)

5.2退货管理信息系统整合 (23)

5.3完善售后服务平台 (23)

5.4加强内部正向物流管理 (24)

5.5实施差异化退货策略 (24)

6总结 (25)

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