The Influence of Consumer Individual Characteristics and Logistics Service Perception on the Selection of Online Shopping Platform

doi:10.3969/j.issn.1007-7375.2018.03.006

Abstract

Abstract: In order to explore the impact of consumers' individual characteristics and logistics service perception on the choice of online shopping platform, a hypothetical model of influencing factors of consumer online shopping platform selection is constructed. Using the one-way ANOVA and multiple regression analysis methods, the original hypothesis is verified from two aspects:individual characteristics and logistics service perception. The results show that the distribution quality, service attitude, economy perception and convenience perception have a positive impact on the choice of consumer online shopping platform. Statistical characteristics, cognitive characteristics, and behavioral characteristics indirectly influence consumers' choice of online shopping platforms by affecting the perception of logistics services. According to the importance of the influencing factors, a differentiated logistics service strategy can be formulated to better serve online shopping consumers.

Key words: e-commerce, individual characteristics, logistics service perception, path analysis

CLC Number:

G350

YIN Lijuan, YUAN Lina, LIU Ziyu. The Influence of Consumer Individual Characteristics and Logistics Service Perception on the Selection of Online Shopping Platform[J]. Industrial Engineering Journal , 2018, 21(3): 49-58.

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