摘要
网络信息技术与电子商务的飞速发展促使众多在线购物平台进驻电子商务
市场，其中 B2C 电子商务模式呈指数迅速扩张，交易规模所占市场份额已过半，
逐渐成为电子商务模式中的主流构成。随着网购模式的快速蔓延，物流服务的需
求大幅增加，然而目前国内物流行业的发展速度难以与电子商务市场规模相匹配，
导致网络购物在物流配送环节中频频出现订单配送错误、货物损毁、服务纠纷等
问题，对电子商务企业的生存与发展形成了限制与不利影响。因此，国内许多
B2C 电子商务平台在激烈的市场竞争中为打造品牌核心竞争力选择建立专属于
自身平台的物流服务体系，以实现销售、配送服务的一体化，协助企业加强对物
流环节的监督管理，以提升企业的品牌影响力。然而，电子商务企业对于自营物
流体系的建立与管理尚处于初探时期，仍存在许多经营理念上的盲区；而学术界
针对网络购物环境下物流服务质量影响电子商务平台品牌忠诚的研究也相对匮
乏

本研究基于 B2C 电子商务环境，对电商平台所提供的物流服务质量同消费
者满意度、品牌信任与品牌忠诚之间的相关关系进行实证研究。本研究借鉴国内
外相关文献以及研究成果，并结合我国当前B2C电子商务企业物流服务的特点，
从过程质量和结果质量的角度出发，构建了物流服务质量影响电子商务平台品牌
忠诚的理论模型，并根据电子商务平台物流服务中的不同阶段，提出影响消费者
对其服务感知的八个维度，即：人员接触质量、信息质量、价格、差异处理四个
物流服务过程质量维度，可得性、订单准确度、及时性、订单状态四个物流服务
结果质量；基于此建立 B2C 电子商务平台物流服务质量测量量表并提出十二条
假设；在理论分析基础上，根据理论模型进行问卷设计，并利用 SPSS20.0 和
AMOS21.0 对问卷进行预测试。最终通过运用相关分析、回归分析以及结构方程
模型分析对样本数据进行处理，得出以下结果：（1）物流服务过程质量对物流服
务结果质量存在显著的正向影响；（2）物流服务结果质量中的订单准确度、及时
性、订单状态都会对消费者满意度产生积极的影响，其中以订单状态的影响程度
最为显著；（3）物流服务过程质量的价格、差异处理对品牌信任存在显著的正向
影响；（4）物流服务结果质量与消费者满意度在模型中发挥中介效应。（5）物流
服务质量主要通过消费者满意度和品牌信任来间接影响消费者对电子商务平台
的品牌忠诚。最后基于本文研究成果，对 B2C 电子商务企业改善物流服务质量
提出相关建议

关键词：B2C 电子商务平台，物流服务过程质量，物流服务结果质量，消费者
满意度，品牌信任，品牌忠诚III
ABSTRACT
With rapid development of network information technology and electronic
commerce, multitudinous e-commerce platforms enter in the commercial market. The
B2C e-commerce model expands in exponential velocity. Its transaction size accounts
for more than half of the market share, and it gradually becomes the main form of the
electronic commerce models. With the spread of online shopping patterns, consumers’
demands of logistics service have increased significantly. However, the development
of domestic logistics industry is difficult to match with the scale of e-commerce
market. Therefore, many issues have occurred in the logistics and distribution links,
such as wrong goods delivery, damage of goods, disputes of service and so on,
restricting the development of the electronic commerce enterprises. Accordingly,
many B2C e-commerce platforms have established logistics service systems which
belong to its own platforms in China, in order to build the core competitiveness of the
brand in the fierce market competition, integrate sales and logistics, then assist
e-commerce enterprises to strengthen the supervision and management of the logistics.
Finally, they can improve their brand influence. However, it’s inexperienced for them
to establish and administrate a logistics service system. There are many blind spots in
the business philosophy. In the academic circles, the research on how the brand
loyalty of the e-commerce platform reacts to logistics service quality is absent.
This research conducted an empirical study about the relationship between
logistics service quality, consumer satisfaction, brand trust and brand loyalty of
electronic business platform. Based on the relevant researches at home and abroad, a
theoretical model was established from the angle of process quality and outcome
quality, combining with the characteristics of B2C e-commerce enterprise logistics
service in our country. This model demonstrates how the brand loyalty of the
e-commerce platform reacts to logistics service quality. According to the different
stages of the logistics service, we divided logistics service quality into eight
dimensions, which are Contact quality, Information quality, Price, Discrepancy
handling, Product availability, Order accuracy, Timeliness and Order condition. Then
we established the measurement scale of logistics service quality under the B2C
e-commerce environment and put forward twelve hypotheses, by means of doing
questionnaire design based on the theoretical model, and pre-testing the questionnaire
through SPSS20.0 and AMOS21.0. By using correlation analysis, regression analysis
and structural equation model analysis of the sample data, we obtained the followingIV
results:(1)Logistics process quality has a significant positive impact on the logistics
outcome quality;(2)The order accuracy, timeliness, and order condition of logistics
outcome quality have positive impact on consumer satisfaction, and the most
significant one is order condition.(3)The price and discrepancy handling of logistics
process quality have significant positive influence on brand trust;(4)The logistics
outcome quality and consumer satisfaction play intermediary effects in the
model.(5)Logistics service quality affect the brand loyalty of e-commerce platform
mainly by consumer satisfaction and brand trust. By the end, we put forward some
suggestions on B2C e-commerce enterprises to improve logistics service quality based
on the research results of this paper.
KEY WORDS:E-commerce platform, Logistics process quality, Logistics outcome
quality, Consumer satisfaction, Brand trust, Brand loyaltyV
目录
摘要........I
ABSTRACT ...III
第 1 章绪论........1
1.1 研究背景.......1
1.2 研究目的和意义.......2
1.2.1 研究目的........2
1.2.2 研究意义........2
1.3 研究方法和内容.......3
1.3.1 研究方法........3
1.3.2 研究内容........4
1.4 研究创新点...5
第 2 章文献综述7
2.1 电子商务.......7
2.1.1 电子商务的定义........7
2.1.2 电子商务的模式........8
2.2 物流服务质量...........9
2.3.1 物流服务质量的定义9
2.3.2 物流服务质量的构成..........10
2.3 消费者满意度和品牌信任的相关研究.....11
2.4.1 消费者满意度的研究..........11
2.4.2 品牌信任的研究......12
2.4 品牌忠诚的相关研究.........
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