CAJ | 학술논문

物流服务已成为B2C电子商务的重要组成部分,关注顾客的物流服务感知也日渐成为网络零售企业管理面临的新问题。本文分析了B2C电子商务环境下顾客物流服务感知以及与之相关的产品价值感知、商流过程感知和企业形象感知等因素及其这些因素与顾客满意度,顾客忠诚之间的相互关系,并在理论与文献研究的基础上建立了在线B2C顾客物流服务感知相关因素的假设模型。通过某中国大型在线零售商顾客的实际调研并结合结构方程模型的分析,实际数据验证了＂在线B2C顾客企业形象感知对其物流服务感知具有显著的正面影响＂,＂在线B2C顾客物流服务感知对其网购满意度具有显著的正面影响＂等假设。据此,本文分析认为网络零售商可选择两种实施路径以提升顾客满意度：其一,凭借其良好的企业形象将渠道控制能力自然延伸到物流服务领域,其二,参与供应商的产品质量管理甚至产品研发与上游供应商协作。
물류복무이성위B2C전자상무적중요조성부분,관주고객적물류복무감지야일점성위망락령수기업관리면림적신문제。본문분석료B2C전자상무배경하고객물류복무감지이급여지상관적산품개치감지、상류과정감지화기업형상감지등인소급기저사인소여고객만의도,고객충성지간적상호관계,병재이론여문헌연구적기출상건립료재선B2C고객물류복무감지상관인소적가설모형。통과모중국대형재선령수상고객적실제조연병결합결구방정모형적분석,실제수거험증료＂재선B2C고객기업형상감지대기물류복무감지구유현저적정면영향＂,＂재선B2C고객물류복무감지대기망구만의도구유현저적정면영향＂등가설。거차,본문분석인위망락령수상가선택량충실시로경이제승고객만의도：기일,빙차기량호적기업형상장거도공제능력자연연신도물류복무영역,기이,삼여공응상적산품질량관리심지산품연발여상유공응상협작。
Innovative business-to-customer（B2C） business models are emerging to attract an increasing number of online customers in China.Logistics service providers play a central role for a Chinese customer＇s decision to purchase online.This paper investigates the importance of logistics services in the online purchase decisions of Chinese customers.This paper investigated the importance and relationships of a customer＇s perceptions of logistics service,related product values,business flow,corporate images projected by an online vendor.We then proposed a research model to integrate key success factors of B2C business.A survey was conducted with users of a leading B2C company in China.The collected data were analyzed using the structural equation modeling method.Our analysis results showed that corporate image has a significant and positive effect on the perceived quality of logistics service,thereby affecting an online shopper＇s satisfaction.Two suggestions for online retailers to improve customer satisfaction were drawn from the findings.Online vendors can improve their customers＇ perceived quality of logistics services by improving their corporate image.Online vendors can also collaborate with upstream supply chain partners to improve the product and quality development process.