Analysis On The Spatial Differentiation Pattern About Service Quality Of Taobao Stores In Henan Province Based On Multi-scale And Its Influencing Factors

Taobao,as a representative of China's C2C(customer to customer)e-commerce platform,has injected new impetus into the vigorous development of China's consumer market in recent years.Especially after the implementation of Taobao mobile terminal,the development of China's retail e-commerce industry has entered a new stage,which makes online shopping more deeply into people's lives.With the promotion of online shopping,consumers are paying more and more attention to the shopping experience when shopping.At the same time,consumers often compare the purchase of goods,and also put forward more requirements on the service quality of the store.Because there are many Taobao stores in a city,the more information about the service quality of Taobao stores is evaluated,so evaluating the service quality of C2 C stores in cities with the help of big data has become a hot spot in the research of Humanities-economic Geography.Evaluating the service quality of a city's C2 C stores can not only see the development status of e-commerce in a region,but also analyze the development level of the city's modern service industry.These can further support the modernization of the city and the improvement of regional productivity.Based on this,this study uses Taobao store service quality as a measurement indicator,builds an indicator system based on three dimensions of total credit,service score,and e-commerce level,and analyzes it on a multi-scale basis of city,county,and township.Through this analysis,we hope to understand the spatial differences in the level of e-commerce in Henan Province,and provide support for the healthy development of Taobao in Henan Province,the improvement of the level of modern service industry,and the coordinated development of regions.The main conclusions are as follows:(1)Judging from the spatial distribution characteristics of the service quality of Taobao stores in Henan Province,there is only one high-level area of Taobao stores' service quality on the city scale,and the city located in Zhengzhou City which is capital Henan Province.This high-level area spread to the north to Anyang,to the west to Luoyang,and to the south to Nanyang.Together,these areas formed a high-level gathering area.The high-level agglomeration area contains 7 prefecture-level cities,except Zhengzhou City is a high-level area,and the rest are higher-level areas.In addition,Shangqiu City in the outer periphery of the east has also formed a higher value area for store service quality.There are 3 medium-level zones,randomly distributed in space,but all are close to the central area of Henan Province.Low-level areas account for a relatively small amount and are randomly distributed throughout Henan Province.On the county scale,the high-level store quality areas form two more obvious gathering areas in space.The first are part of the county areas near Zhengzhou City in central Henan Province,and the second are part of the county areas east of Kaifeng City in eastern Henan Province.Among them,the high-value areas in the central high-level agglomeration areas account for a relatively high proportion,and the higher-value areas in the eastern high-level agglomeration areas account for a relatively high proportion.The medium-level areas of store quality are mainly distributed in the eastern half of Henan Province,especially around the two higher levels.These areas are more spatially distributed in two or three clusters.The store quality has formed the largest low-level agglomeration area with the largest range and low value area in the west and southwest of Henan Province,and the second largest low-level agglomeration area in the north of Henan Province,in addition,a small-scale low-level gathering area has also been formed in the east.On the town scale,overall,the high-quality areas of Taobao stores are extremely unevenly distributed in space,and the well-developed areas are mainly distributed near the Longhai Line(within Henan Province).Among these well-developed areas,high-quality areas are mainly distributed near Zhengzhou City,Henan Province.In addition,some towns in Nanyang city have sprung up and become a high-quality area except Zhengzhou city.Some township units in Anyang City,Jiaozuo City,Kaifeng City,Shangqiu City,and Luohe City have high-quality gathering areas for Taobao stores,but they are only in the embryonic stage and need further development.In addition to the above-mentioned geographical units,high-quality Taobao stores in other areas of Henan Province have not yet formed large-scale agglomerations in town-level units.(2)Judging from the internal characteristics of the spatial distribution of the service quality of Taobao stores in Henan Province,the store service quality in the city and county scales has a relatively balanced distribution in space,and the difference between the regions is small,but on the township scale,the store service quality begins to show an uneven distribution,and the unbalanced degree exceeds a reasonable range.Analyzed on a county scale,the overall service quality of Taobao shops has certain differences among the five regions within Henan Province,and its spatial distribution is generally far less balanced than that of Henan Province.The differences between the areas within the western and central Henan areas are too large,and the degree of spatial imbalance in their distribution has exceeded a reasonable range.The spatial distribution of service quality of Taobao shops in southern Henan and northern Henan is relatively similar.Both have a certain degree of spatial imbalance,but within a reasonable range.The unbalanced spatial distribution of store service quality in southern and northern Henan is lower than that in western and central Henan.The internal service distribution of the store quality in the eastern Henan area is higher than that in the southern and northern Henan areas,but the spatial distribution of the store service quality in this area is still not a balanced distribution.This shows that there is a certain difference in the spatial distribution of the service quality of stores in the east of Henan.In summary,it can be seen that the overall store service quality of Henan Province is in a balanced state in terms of spatial distribution,but the balance among the five areas within it is not good.Therefore,it is necessary to further strengthen the management planning between various regions to promote the balanced improvement of the service quality of Taobao stores.(3)Judging from the spatial distribution characteristics of service quality of Taobao shops in Henan Province,whether it is at the city,county or township scale,Taobao shops with high service quality have the highest distribution density near Zhengzhou in central Henan.Specifically,at the city scale,Taobao shops with high service quality have the highest distribution density in the north-central part of Henan Province,especially near Zhengzhou.The distribution density of high-quality Taobao stores in the east,west and south of Henan Province are relatively low,especially in Zhoukou City in the east and Xinyang City in the southeast.On a county scale,Taobao shops with high service quality have the highest distribution density in the central part of Henan Province,especially near Wenxian in Jiaozuo and Xinzheng in Zhengzhou.The distribution density of high-quality Taobao stores in the north,east and southeast of Henan Province are lower than that in the middle Henan Province.Taobao stores in the west and southwest of Henan Province have the lowest spatial distribution density.On the township scale,the service quality of Taobao shops has formed a high-value core area around Zhengzhou and Xuchang in central Henan Province.In addition,a smaller range of median core areas have been formed in Nanyang City in southern Henan Province,and the rest of the areas are low-value core areas.(4)Judging from the spatial correlation characteristics of the service quality of Taobao stores in Henan Province,the service quality of Taobao stores on the municipal scale has a better effect of hot-sub-spot linkage.Hotspots and sub-hotspots have formed clusters in the western half of Henan Province.The range of the cold spot area and the sub-cold spot area is smaller than that of the hot spot area and the sub-hot spot area,and the cold spot and the sub-cold spot area have poor spatial agglomeration effect and present relatively random distribution characteristics.On the county scale,contrary to the municipal scale,the hot spot-sub-hot spot area linkage effect of Taobao store service quality is stronger than the hot spot and sub-hot spot areas,and the cold spot-sub-cold spot area accounts for the largest proportion.Among them,the hotspot-sub-hotspot areas formed obvious aggregations in the county unit near Jiaozuo City in northern Henan Province and in the county unit east of Kaifeng City.The cold spot and sub-cold spot areas form a large-scale cold spot-sub-cold spot gathering area in the southern half of Henan Province.In addition,a small-scale cold spot-sub-cold spot gathering area is also formed in northern Henan Province.(5)Judging from the factors that affect the spatial differentiation pattern of the quality of Taobao stores in Henan Province,there are various reasons for the spatial differentiation characteristics of the service quality of Taobao stores,there are a few main points:(1)The vitality of the local population plays a catalytic role in the development of the comprehensive service quality of Taobao stores;(2)The process and quality of urban modernization and the quality of Taobao stores form a benign interaction;(3)The regional economic development level drives the high quality of Taobao stores;(4)The development level of modern service industry plays a fundamental role with the scale of traditional retail industry;(5)The level of informatization plays a decisive role in the development of Taobao store quality;(6)The regional education level has a sublimating effect on the quality of Taobao store;(7)The regional traffic conditions have played a supporting and promoting role in the development of Taobao store quality;(8)Regional government actions play a leading role in the development of Taobao store service quality.