Research On Influencing Factors Of B2C E-commerce Platform Logistics Service Based On Negative Comments Of Online Consumers

With the development and' deepening of Internet technology,online shopping has gradually become an important channel for consumers to shop,and the online reviews of products have become an important reference for consumers in online shopping.Studies have shown that most consumers refer to online reviews of purchased consumers before purchasing products.Online reviews are divided into positive and negative,and negative reviews are often considered more diagnostic than positive ones.Among the contents of online negative reviews,logistics service reviews are an important part of information.Logistics service is a very important issue for B2C e-commerce enterprises.Logistics issues have become an important factor restricting the development of B2C e-commerce enterprises.How to improve the quality of logistics services has become an urgent problem to be solved.Studying the influencing factors of logistics services contained in online negative comments can provide theoretical support for enterprises to better solve the quality of logistics services,so that e-commerce companies can understand the needs of consumers for logistics services under different commodity types and logistics modes,and thus according to different commodities.Types and logistics models to provide differentiated logistics services,therefore,have significant theoretical and practical significance.This study has detailed the previous literature from the aspects of online commentary,online negative comments and logistics service quality.In the past,research on logistics services mainly focused on the evaluation system of logistics service quality and the impact of logistics service quality on consumer behavior,and mainly obtained data by issuing questionnaires.However,the amount of data obtained by questionnaires is not enough and lacks authenticity and accuracy.Therefore,in order to solve the above problems,this study will take Jingdong Mall as the research object,and grab the online negative comments from six categories of products as data sources to explore the impact of logistics service factors on the quality of logistics services.Specifically,under the different commodity types and logistics modes,the impact of logistics service factors on the quality of logistics services is different,and the proposed differentiated logistics services are proposed.A total of 2,674,328 online reviews were captured in this study.According to the subject vocabulary,37,184 negative comments related to logistics were screened out.Finally,10819 valid data remained after manual screening.The obtained data was subjected to descriptive statistical analysis and regression analysis by SPSS 17.0,and the following conclusions were obtained:First,logistics costs,whether to support consumer inspection,professional literacy,distribution scope and other 11 logistics service factors and logistics services The quality is significantly related.Second,the commodity type has a regulatory effect on the relationship between logistics costs and logistics service quality.Compared with search-type commodities,the impact of logistics costs on logistics service quality is more significant in experiential commodities.experiential commodities,the impact of cargo damage on logistics service quality is more significant in search-type commodities.Fourth,the logistics model has a regulating effect on the relationship between professional literacy and logistics service quality.In self-operated logistics,professional literacy has a more significant impact on logistics service quality.