摘 要

Abstract ……………………………………………………………………………………Ⅱ

1. 绪论............................................................................................................................1
   1. 研究背景.......................................................................................................................................... 1
      1. 现实背景...............................................................................................................................1
      2. 理论背景...............................................................................................................................1
   2. 研究目的...........................................................................................................................................2
   3. 研究意义...........................................................................................................................................2
      1. 现实意义...............................................................................................................................2
      2. 理论意义...............................................................................................................................2
   4. 国内外研究现状...............................................................................................................................3
   5. 研究内容、方法、技术路线图 .....................................................................................................3

第2章 理论基础和研究假设..............................................................................................6

2.1 物流服务质量..................................................................................................................................6

2.1.1服务质量的概念........................................................................................................................6

2.1.2 物流服务质量的概念...............................................................................................................7

2.1.3 物流服务质量的测量...............................................................................................................7

2.2 消费者购买意愿..............................................................................................................................8

2.3 物流服务质量与消费者购买意愿关系..........................................................................................8

2.4 研究模型与假设.............................................................................................................................10

第3章 研究设计与变量测定.............................................................................................12

3.1 问卷设计流程.................................................................................................................................12

3.2 问卷变量设计.................................................................................................................................13

3.2.1测量题项理论来源.....................................................................................................................13

3.2.2测量题项实际来源.....................................................................................................................13

3.3 测量题项生成.................................................................................................................................14

3.4 前测数据分析和最终问卷形成......................................................................................................15

第4章 数据分析及假设检验..............................................................................................16

4.1 调查对象及样本收集......................................................................................................................16

4.2 信度效度分析..................................................................................................................................16

4.2.1 信度分析.....................................................................................................................................16

4.2.2 效度分析.....................................................................................................................................16

4.3 描述性统计分析..............................................................................................................................16

4.3.1 人口统计变量.............................................................................................................................17

4.3.2 研究变量描述性分析.................................................................................................................17

4.4 假设检验..........................................................................................................................................19

第5章 总结与展望...............................................................................................................21

5.1 研究总结...........................................................................................................................................21

5.2 研究局限...........................................................................................................................................21

5.3 研究展望...........................................................................................................................................21

参考文献.................................................................................................................................25

附录.........................................................................................................................................26

致谢.........................................................................................................................................28

摘要

电子商务是网络购物中的一种重要形式，在竞争激烈的电商企业中，商品的价格和质量固然重要，物流服务也成为制约电商企业的重要因素。在电子商务中，由于商品与顾客的分离性，企业要想提升消费者的购物满意度，物流服务就显得至关重要。国内外关于影响消费者购买意愿的因素研究很多，对物流服务质量研究也不少，但实际运用到企业中时，可行性偏低，导致消费者的需求未能得到较好的满足。

本文在总结前人成果的基础上，通过对使用电子商务服务消费者的调查采访，确定了评价物流质量的四个指标，在对消费者的调查中，发现物流服务质量主要由及时性、便捷性、反馈度和安全性四个维度构成。并做出这四个维度，对消费者购买意愿产生积极影响的假设，通过对拥有网上购物经历人群的深度访谈、问卷数据分析，运用相关分析和回归分析得到了两个研究成果：第一、在电子商务环境中，消费者主要关注物流服务质量的及时性、便捷性、安全性和反馈度，这四个要素，对消费者购买意愿产生重要影响。第二、电子商务物流服务的质量，包括物流服务的及时性、便捷性、安全性和反馈度，对消费者购买该企业商品意愿有着直接的正面影响。最后，对本文的局限和不足进行了说明，也对未来的研究方向做出了设想。

消费者对企业产品的购买意愿直接影响到企业的利润与发展，本文通过确定影响消费者购买意愿程度最大的四个要素，利用这四个要素带来的积极影响，在资源有限的情况下，给企业有效提升顾客购买意愿提出了新的途径，也指出了改善物流服务时应首要解决的要素，从而更好的增强企业的综合实力。

关键词： 物流服务质量；购买意愿；安全性；便捷性；及时性；反馈度；

Abstract

E-business is an important modality of online shopping. In the highly competitive e-commerce companies, the price and quality of the goods are important, and logistics services have also become an significant mainly factor in e-business enterprise. In e-commerce, because of the separation of goods and customers, enterprises need to improve the customer's shopping satisfaction, logistics services are very important. There are many researches on the factors influencing consumers' purchase willingness at home and abroad. There are also a great many studies on the quality of logistics services. However, when it is actually applied to enterprises, the feasibility is low, which leads to the consumer's demand not being satisfied.

On the basis of summing up the results of previous generations, this article has identified four indicators for evaluating logistics quality through survey interviews with consumers of e-commerce services. In the survey of consumers, it was found that the quality of logistics services were mainly due to promptness and convenience, feedback, and security. By reading the summary literature, a model of the relationship between e-commerce logistics quality and consumer purchase intention was constructed in this paper. Through questionnaire design, revised questionnaires, issuance and recovery of questionnaires to obtain data, through data analysis, two research results were obtained: (1) In the e-commerce environment, the quality of logistics services consists of four elements: logistics timeliness, convenience, feedback, and security. (2) The quality of logistics services has a direct positive effect on the purchase intention of customers. Finally, the limitations and deficiencies of this article are explained, and the future research direction is also conceived.

This thesis provides a new vision for the study of the influence of logistics quality on consumer's purchase intention. Based on the research conclusions, this paper puts forward suggestions on how e-commerce companies can enhance the competitiveness of logistics services. At the same time, enterprises can use different characteristics of consumers for logistics. Each element of the service focuses on differential marketing in order to enhance consumers' willingness to buy.