电商消费者的物流认知对平台商家影响的研究
Research on the Influence of E-Commerce Consumers’ Logistics Cognition on Platform Merchants

随着我国网络交易市场的交易额不断增长，各大电商平台间竞争变得尤为激烈，而电商中的物流环节尤为重要。本文通过问卷调查消费者对不同物流模式的认知、下单前对物流的态度及网购收货满意度，了解消费者对不同物流模式的认知及网购收货满意度的相关性和影响因素。通过定量分析发现不同学历对购前物流信息了解有明显影响；消费者对于不同的物流模式的了解程度与网购收货满意度有不同程度影响；时间对收货体验满意度有差异性影响，服务对收货体验满意度也有差异性影响。但不同物流模式在时间、服务上并没有那么明显的差异性影响。希望通过本文的分析结果为电商商家在选择物流模式上提供一定的参考建议，进一步提高竞争力。
With the continuous growth of the transaction volume in my country’s online trading market, the competition among major e-commerce platforms has become particularly fierce, and the logistics link in e-commerce is particularly important. This paper investigates consumers’ cognition of different logistics modes, their attitude towards logistics before placing an order, and their satisfaction with online shopping, to understand consumers’ perceptions of different logistics modes and the correlation and influencing factors of online shopping satisfaction. Through quantitative analysis, it is found that different educational backgrounds have a significant impact on the understanding of pre-purchase logistics information; consumers’ understanding of different logistics modes has different degrees of influence on the satisfaction of online shopping receipt; time has a differential impact on the satisfaction of receiving experience. Service also has a differential impact on the satisfaction of receiving experience. However, different logistics modes do not have such obvious differences in time and service. It is hoped that the analysis results of this article will provide some reference suggestions for e-commerce merchants in choosing logistics modes, and further improve their competitiveness.