Research On Logistics Service Design Of Cross-border E-commerce Based On Kansei Engineering

As the most intuitive link in the process of cross-border consumption,cross-border e-commerce logistics service experience will often have a greater impact on the development of cross-border e-commerce.Compared with domestic express logistics,the process of cross-border e-commerce logistics is more complex,and the phenomenon of homogenization of service and low service quality occurs frequently,resulting in cross-border e-commerce logistics becoming one of the main pain points restricting the rapid development of cross-border e-commerce.Therefore,it has become an urgent task for cross-border e-commerce enterprises to update the elements of cross-border e-commerce logistics service guided by the emotional needs of consumers,improve the quality of cross-border e-commerce logistics service,and then improve consumer satisfaction and consumer loyalty,and achieve a win-win situation for enterprises and consumers.In the past,cross-border e-commerce logistics service design paid more attention to inherent service attributes,while ignoring the emotional needs of consumers to generate satisfaction and even joy.As a product design and development method based on human factor engineering,Kansei engineering method can demonstrate the interactive relationship between design features and emotional responses and establish a quantitative framework.Therefore,this paper proposes a service design framework of cross-border e-commerce logistics service based on Kansei Engineering from the perspective of consumer perceptual perception.First,on the basis of understanding related theories and previous studies,the construction and evaluation methods of consumer perceptual space and attribute space are elaborated.In the modeling and analysis stage,Logistic regression method and CHAID decision tree algorithm are used to build two models to explore the relationship between consumer perceptual space and service attribute space and the influence of consumer perceptual perception on their usage intention.Secondly,an empirical analysis is conducted on the field of cross-border e-commerce logistics services to verify the validity and feasibility of the service design framework based on Kansei engineering theory proposed in this paper,and to obtain the perceptual perception of consumers and related service attributes that affect the willingness to use cross-border e-commerce logistics services.At the same time,based on the data analysis results,different service attribute combinations are designed for cross-border e-commerce logistics enterprises to review their current services,and help cross-border e-commerce logistics service providers improve or maintain service attributes that can significantly improve consumers’ specific sensibility,satisfaction and willingness to use in the case of limited resources to better adapt to the fierce competition in the market.This paper explores the application of Kansei engineering theory in cross-border e-commerce logistics service design,deepening the depth and breadth of service design theory system.When cross-border e-commerce logistics enterprises consider improving logistics services from the perspective of consumers’ perceptual perception,they can not only create new development opportunities,but also maximize the satisfaction of consumers’ diversified,differentiated and experiential service needs at a higher level.