摘要
近年来,大件及重货品类的海外需求加速增长,但大部分中国跨境卖家却不敢轻易涉足大货重货,关键原因是跨境物流服务质量参差不齐,跨境物流管理难度大、成本高昂。为提升大件及重货跨境电商卖家的物流体验,以SERVQUAL量表为基础,构建了跨境物流服务质量指标体系,采用Kano模型对各要素进行归属分类和重要度排序。实证研究结果表明,大件及重货品类跨境物流服务质量因素按绝对重要度均值排序为:经济性>响应性>可靠性>可得性>有形性,进一步反映出了合理的物流费用、及时更新的物流信息和高覆盖率的跨境物流网络能大幅提升大件及重货品类跨境物流服务水平,有效降低买家不良体验订单率,提高店铺转化率,增强中国跨境卖家的物流自信,推动跨境电商成为中国社会经济发展的新动能。
In recent years, the large and heavy goods overseas demand acceleratd, but most Chinese cross-border sellers can’t easily enter the market for large and heavy goods, the key reason is that cross-border logistics service quality is uneven and cross-border logistics management is difficult and costly. In order to improve the logistics experience of large and heavy goods of cross-border ecommerce sellers, the service quality index system of cross-border logistics was constructed based on SERVQUAL scale, and the Kano model was used to classify and rank the importance of each element. Empirical study results show that the factors of cross-border logistics service quality of large and heavy goods according to the mean absolute importance sorting for economy > responsiveness > reliability >availability > tangibility, further reflects the reasonable logistics costs, logistics information in a timely manner, and high coverage of cross-border logistics network, can greatly improve the level of cross-border logistics services for large and heavy goods, effectively reduce the rate of buyers’ bad experience orders, improve the conversion rate of stores, enhance China’s cross-border sellers logistics selfconfidence, and make cross-border e-commerce become a new driving force for China’s social and economic development.
作者
江琪
陈美燕
Jiang Qi;Chen Meiyan(College of Economic and Management,Fuzhou University of International Studies and Trade,Fuzhou,Fujian 350202,China;Logistics Research Center of Fuzhou University,Social Science Research Base of Fujian Province,Fuzhou,Fujian 350108,China)
出处
《保定学院学报》
2022年第6期11-17,共7页
Journal of Baoding University
基金
福州市中国特色社会主义理论体系研究中心项目“福州都市圈物流产业集聚与区域经济协同发展研究”(2021B03)
福建省社科基金基地重大项目“‘一带一路’倡议对我国物流产业绩效的影响研究——基于国际贸易视角”(FJ2020JDZ020)。
关键词
跨境物流
服务质量
大件及重货
KANO模型
跨境电商卖家
cross-border logistics
service quality
large and heavy goods
Kano model
cross-border e-commerce seller
