The Empirical Study Of Factors Affecting Consumers’online Shopping Goods Receiving Way

With the development of Internet and the advancement of computer technology, more and more consumers begin to online shopping. However, with the rapid development of online shopping at the same time, there are also problems such as online payment, online security and logistics service. And now the first two problems have been improved, but the logistics service problem has not been well solved, especially for the dispute of consumers and couriers about goods receiving way, is particularly prominent that greatly influences consumers’online shopping satisfaction, hinders the further development of online shopping.This paper is based on a lot of literature of e-commerce and logistics and interview results, first discovering the three factors of sellers, consumers, and logistics companies influencing consumer’s choice of goods receiving way. This paper extracts seller reputation, Internet word-of-mouth, seller promise three variables from the angle of sellers; proposes subjective norm, perceived value of goods two variables from the perspective of consumers; puts forward trust of logistics companies a variable from the angle of logistics companies. Secondly, it puts forward the research hypotheses and constructs a theory model. At the end it obtains first-hand data through questionnaires and uses SPSS statistical analysis software for data analysis of the collected data.The results of data analysis indicate that:1) Internet word-of-mouth has significant differences in gender; seller reputation has significant differences in age; trust of logistics companies has significant differences in disposable income.2) Seller reputation, Internet word-of-mouth, subjective norm, perceived value of goods, seller promise, trust of logistics companies are significantly related to consumers’choice of goods receiving way, the influence from large to small in turn is perceived value of goods, trust of logistics companies, subjective norm, seller promise, seller reputation, Internet word-of-mouth.3) Consumer goods receiving way has a significant effect on customer satisfaction.According to the conclusions, the suggestions on online sellers and logistics companies are given. At the same time, this paper also points out the shortcomings of the study and research directions in the future.