Study On The Spatial Differentiation And Influencing Factors Of Service Quality Of Taobao Stores In China

With the development of information technology,Internet economy has increasingly penetrated into people's daily life.E-commerce is the most active part of the Internet economy,and Taobao has become China's largest e-commerce trading platform.This study is based on Taobao data and uses octopus software to collect more than 60,000 pieces of data.It uses 355 cities in 31 provinces as research objects,Using natural fracture method and spatial autocorrelation method,the spatial differentiation and spatial correlation characteristics of Taobao store service quality are analyzed.Differences and spatial correlation characteristics are analyzed in order to fully understand the emerging business of Taobao network economy,grasp the differences in the service quality of its stores and location characteristics,provide guidance for people to conduct online shopping,and provide basis for the government to formulate relevant policies.This paper selects five major stores of Taobao as research objects,including cosmetics,clothing,household,electronics and food health care.Based on Taobao data collected by octopus software(2017.11.1--2017.12.30)and china statistical yearbook(2017),using arcgis,GeoDa and spss software to measure the service quality of store in various provinces and cities in China,and to conduct spatial differentiation and Spatial correlation analysis,and summarize the influencing factors of its formation.The main research results of this paper include:First,based on the principle of scientificity,representativeness,and data availability,we construct a three-dimensional framework of service quality evaluation indicators for Taobao stores including seller credit,seller service,and logistics convenience.The creditworthiness of the seller starts from three aspects: the number of gold or the number of crowns,whether they are the gold sellers,and whether they are included in the consumer protection plan;The seller service is carried out in three aspects: store number,monthly sales volume,and store reputation rate;Logistics convenience is measured by the number of logistics outlets,and finally,the entropy weight topsis evaluation method is used to measure the service quality of taobao stores in 355 cities in 31 provinces of China.Second,the characteristics of spatial differentiation are reflected in two aspects: geographic latitude and structural latitude.Geographical latitude: at the provincial level,the service quality of the eastern coastal areas is high,the central part is slightly lower,the western are the lowest,and the distribution is at the step level,the development is uneven,and the north-south difference is not obvious.At the municipal level,the eastern region is in a circle structure,which is reduced from the core to the periphery.The circle structure of the Yangtze River Delta city group is the most perfect.High value areas in the central and western regions appear in provincial capitals.Structural latitude: At the provincial level,high value areas for labor-intensive and technology-intensive stores such as clothing,home furnishing,beauty and electronics,etc.are mostly concentrated in the eastern coastal areas,and food and health care and other specialty stores are located in the east.Regional characteristics of the store space differentiation is not obvious,such as food health care;At the municipal level,Shanghai,Beijing,shenzhen and guangzhou all rank high in all kinds of stores.Third,The Moran 's I index is positive and overall low,indicating that the service quality of Taobao stores in China shows a weak spatial positive correlation.The local correlation features are as follows:The high-high areas are located in the Beijing-Tianjin-Hebei urban agglomeration,the Yangtze River Delta urban agglomeration and the Pearl River Delta urban agglomeration.The low-low areas is distributed in the western region.The low-high areas are clustered around the surrounding areas of Beijing,Hangzhou,and Guangzhou.The distribution range of the high-low areas is small,mainly distributed in Chengdu and Chongqing.The spatial correlation of clothing is the strongest,and the spatial correlation of beauty is the weakest.Fourth,basic scale strength,urbanization quality,information level,logistics index and cultural education level are the main factors that affect the service quality of Taobao in our country.The correlation between cultural education level and service quality is the largest.