Research On The Impact Of Logistics Service On Consumers' Decision Making In Online Shopping Platform

With the rapid development of e-commerce,the growth of the scale of online retailing,logistics services has become a bottleneck restricting the development of electronic business.The quality of logistics service affects the consumer's satisfaction and loyalty to the platform of online shopping,and then influences their purchasing decisions.This paper will explore the impact of commodity attributes and logistics attributes on consumer decision-making from the perspective of online shopping platform,and then provide suggestions for the web site in the management of goods and logistics information.Through the pre-test questionnaire,it can be concluded that the commodity attribute has a significant impact on consumer decision-making,and determine the logistics dimension of the post-test to study: distribution speed,commodity integrity.Based on the analysis of the post-test data,the study found that for low value goods,lower prices,higher commodity evaluation can promote consumer purchase,and logistic service to the consumer purchase decision is more obvious.For high-value goods,the choice of a reasonable price of goods but can promote the purchase of consumers.In terms of logistics distribution speed,the demand for distribution speed is not very high,and the impact on consumers' decision-making is not obvious.But in the aspect of product integrity,its effect on consumer decision making is significant.This paper summarizes the domestic and foreign literature on logistics service research,the use of discrete choice model which provides a reference to future research on the logistics services and research methods.In addition,this paper provides practical guidance for the management of logistics service information on the platform of online shopping.For online shopping platform,pay more attention to the low value goods logistics service information;and for high value goods,in addition to concerned about the distribution speed of goods,more important is to ensure that the integrity of the goods in transit.