Research On The Evaluation Of Logistics Service Quality Of Yunnan Fresh Cut Flowers E-commerce Based On Online Shopping Review

Traditionally,China’s fresh-cut flower trade is mainly offline.Usually,fresh cut flowers are picked by farmers and have to go through many stages before they can be sold to major cities in China and finally shipped to consumers.This means that there are too many steps in the process and the transaction time is too long.However,with the advent of technology and e-commerce platforms,the relationship between flower farmers,florists and consumers has become closer due to the reduction of intermediate trading links,and the online cut flower business does not have the cost pressure of offline shop operations,and also reduces the difficulties of business development due to regional limitations.The B2 C business model is the mainstay of fresh cut flower e-commerce,with shops on the Jingdong-Taobao online shopping platform and easy access to online reviews.The online reviews provide consumers with a reference for shopping,but they also provide real feedback on the overall service quality of the industry,which is important for the study of logistics service quality.In this paper,we use data processing and mining techniques to analyse the online reviews of Yunnan fresh-cut flowers obtained from two e-commerce giants,Taobao and Jingdong,and then use the data to develop a set of logistics service quality evaluation indicators combining the SERVQUAL and LSQ models.A set of logistic service quality evaluation indicators was developed,combining the SERVQUAL model and the LSQ model.Secondly,the Word2 vec algorithm is used to extend each indicator with fewer logistics keywords to better reflect the actual situation of the logistics service quality of Yunnan fresh-cut flowers e-commerce;afterwards,the TF-IDF value of each logistics keyword is calculated and the sum is used as the weight value of the indicator;finally,the corresponding online shopping review data is extracted according to each logistics keyword and Finally,this paper will extract the corresponding online shopping review data according to each logistics keyword and use Snow NLP to complete sentence-level sentiment analysis,recording the sentiment score of each online shopping review data.The final analysis will combine the dimensional indicator weights and sentiment scores to empirically analyse the logistics service quality of Yunnan fresh-cut flowers e-commerce in six dimensions: reliability,affordability,empathy,timeliness,freshness and assurance.The study shows that consumers are most satisfied with the quality of logistics services for online purchase of Yunnan fresh-cut flowers in terms of economy,followed by freshness and least satisfied with assurance.Finally,based on the results of the study,directions and suggestions for improving the logistics service quality of Yunnan fresh-cut flowers are proposed,so as to promote the development of Yunnan fresh-cut flower e-commerce enterprises.