Innovative business-to-customer (B2C) business models are emerging to attract an increasing number of online customers in China. Logistics service providers play a central role for a Chinese customer's decision to purchase online. This paper investigates the importance of logistics services in the online purchase decisions of Chinese customers.This paper investigated the importance and relationships of a customer's perceptions of logistics service, related product values,business flow, corporate images projected by an online vendor. We then proposed a research model to integrate key success factors of B2C business. A survey was conducted with users of a leading B2C company in China. The collected data were analyzed using the structural equation modeling method.Our analysis results showed that corporate image has a significant and positive effect on the perceived quality of logistics service,thereby affecting an online shopper's satisfaction. Two suggestions for online retailers to improve customer satisfaction were drawn from the findings.Online vendors can improve their customers' perceived quality of logistics services by improving their corporate image. Online vendors can also collaborate with upstream supply chain partners to improve the product and quality development process.%物流服务已成为B2C电子商务的重要组成部分,关注顾客的物流服务感知也日渐成为网络零售企业管理面临的新问题.本文分析了B2C电子商务环境下顾客物流服务感知以及与之相关的产品价值感知、商流过程感知和企业形象感知等因素及其这些因素与顾客满意度,顾客忠诚之间的相互关系,并在理论与文献研究的基础上建立了在线B2C顾客物流服务感知相关因素的假设模型.通过某中国大型在线零售商顾客的实际调研并结合结构方程模型的分析,实际数据验证了"在线B2C顾客企业形象感知对其物流服务感知具有显著的正面影响","在线B2C顾客物流服务感知对其网购满意度具有显著的正面影响"等假设.据此,本文分析认为网络零售商可选择两种实施路径以提升顾客满意度:其一,凭借其良好的企业形象将渠道控制能力自然延伸到物流服务领域,其二,参与供应商的产品质量管理甚至产品研发与上游供应商协作.
展开▼
