Research On The Influence Mechanism Of Online Commentary On Consumers' Choice Of Logistics Providers In E-commerce Environment

Online shopping is maturing in China and the variety of online goods are growing,so that many consumers favor this consumption patterns.One of the main reasons for consumers doing online shopping is its convenience.But with the increase in the frequency of consumers' shopping online,the issues of logistics and distribution are more prominent.Especially the delivery time and location is not flexible,so that consumers' satisfaction about the online shopping experience are reduced greatly.Therefore,how to improve the quality of distribution services to meet the individual needs of consumers on the logistics services is concerned by the enterprises and academics.Through the access to the relevant literature and the actual investigation,we found that allow online shopping consumers to choose express their own way is a better way.Furthermore,if the consumer could evaluate of logistics services specially on the online comment system,it is of great significance.Therefore,the purpose of the study is exploration the mechanism of how the online comments influence consumers choosing a logistics business while online shopping,trying to get some valuable results.This article drawn on a lot of theories and researches from marketing,information communication,psychology and other disciplines.Based on the EML model and ACSI model,this paper constructed a dual-path model of processing information by online purchasing consumers when they choice a logistics business,and put forward the hypothesis of this research."The content of the online comments","the quality of the comments","the form of the comments" are placed in the central path,"the number of the comments" and "the valence of the commentary" are placed on the external path.We analyzed how these factors influence the "choice tendency",through the intermediary variables-"attribution of the comment","perceived service quality and value" and "the subjective effect".The samples were collected by questionnaires and the data were analyzed by SPSS 20.0 and AMOS 17.0 software to verify the correctness of the model and hypothesis.This paper makes a useful supplement to the research on the mechanism of online comments and the research on the express service quality perception.This paper also provides some theoretical references for the follow-up studies on the choice intention of the logistics business.Through empirical analysis,we drawn the following conclusions:the readers who come to the online commentary will process the comments' information through two different paths."The content of the comments","The quality of the comments",and "The form of the comments" will be processed by the consumer on the central path through the effect of "attribution of the comments","perceived service quality and value".Meanwhile,"the number of comments" and the "the valence of the comments" will be processed by the consumer on the external path,through the effect of "the subjective effect",influencing the consumer's ultimate choice.Based on the conclusions of this study,we put forward some suggestions on the management and service of e-commerce businesses and logistics service companies respectively.