网络口碑对电子商务物流消费行为的影响研究

摘要

网络口碑是影响社会群体对电子商务物流消费决策的重要因素.采用调查问卷的形式,从网络口碑的评价方向、规模数量、消费时效以及口碑鲜明性四个维度,来分析网络口碑对电子商务物流消费决策行为的影响.研究结果显示,网络口碑的规模数量对电子商务物流消费决策行为的影响最大;评价方向、口碑鲜明性对电子商务物流消费决策行为的影响也较大,但次于网络口碑的规模数量.可以认为,目前客户群体在选择电子商务物流服务时往往更加注重物流服务网络口碑的规模数量.%In this paper, through questionnaire survey, we analyzed the influence of the online comment on the e-commerce logistics consumption behaviors from the angles of direction, scale and quantity of comment, timeliness of consumption and freshness of comment, and found that the scale and quantity of the online comment had the most pronounced impact on the e-commerce logistics consumption decisions and behaviors and the influence of the other two was also significant but to a lesser extent comparatively.