中国淘宝店铺服务质量空间分异及影响因素

doi:10.13249/j.cnki.sgs.2020.03.011

地理科学 ›› 2020, Vol. 40 ›› Issue (3): 428-436.doi: 10.13249/j.cnki.sgs.2020.03.011

中国淘宝店铺服务质量空间分异及影响因素

姜洪强¹, 梅林^1,²(), 杨立青³

^1. 东北师范大学地理科学学院,吉林长春 130024
^2. 吉林外国语大学,吉林长春130117
^3. 中国人民大学附属中学北京经济技术开发区学校北京 100176

收稿日期:2019-02-04 修回日期:2019-05-14 出版日期:2020-03-10 发布日期:2020-05-13
通讯作者: 梅林 E-mail:meil682@nenu.edu.cn
作者简介:姜洪强(1992-)，男，山东枣庄人，博士研究生，主要从事城市地理、旅游地理研究。E-mail:jianghq938@nenu.edu.cn
基金资助:
国家自然科学基金项目资助(41471111)

Spatial Differentiation and Influencing Factors of Service Quality of Electronic Shops in China: Taking Taobao Stores as An Example

Jiang Hongqiang¹, Mei Lin^1,²(), Yang Liqing³

^1. School of Geographical Sciences,Northeast Nornal University, Changchun 130024, Jinlin,China
^2. Jilin Foreign Languages University, Changchun 130117, Jilin,China
^3. Beijing Economic and Technological Development Zone School, The High School Affiliated to Remin University of China, Beijing 100176, China

Received:2019-02-04 Revised:2019-05-14 Online:2020-03-10 Published:2020-05-13
Contact: Mei Lin E-mail:meil682@nenu.edu.cn
Supported by:
National Natural Science Foundation of China(41471111)

摘要/Abstract

摘要：

以淘宝最常见的五大类皇冠和金冠店铺数据为基础,构建淘宝店铺服务质量评价指标体系,运用熵权-TOPSIS、引力模型及地理探测器等方法,分析中国淘宝整体和五大类店铺服务质量空间分异特征及影响因素。结果表明：① 直辖市、省会城市和经济发达城市比经济欠发达城市淘宝店铺整体及各大类服务质量高;家居类、电子类比服装类、美妆类、食品类店铺服务质量高值区集聚明显。② 长三角、珠三角地区整体及各大类店铺服务质量均呈网络状分布,两两城市相互作用较强;北京、武汉、郑州等与外围城市呈“中心-外围”的辐射状分布;其他城市两两间相互联系较弱。美妆类、食品类店铺服务质量空间联系比电子类、服装类、家居类更为复杂,并且城市联系强度明显高于后3类。③ 全国尺度下,社会消费品零售总额对淘宝店铺服务质量具有主导作用,地区货运总量、互联网宽带接入户数、城市行政等级、普通高等学校数量起助推作用。东部地区店铺服务质量影响因素相互关联性强,以多因素叠加影响为主;中部地区影响因素呈一定等级性,各因素影响力层次性明显;西部地区与中部地区相似,但各因素影响力弱于中部地区;东北地区影响因素相对较少,各因素单独作用于店铺服务质量。

关键词: 淘宝店铺, 网商服务质量, 空间分异, 中国

Abstract:

The scale of China's online business has exceeded the order of ten trillion, and online business has developed into China's largest business group, with tens of millions of practitioners. Taobao (www.taobao.com) has become China's largest e-commerce trading platform, and it has become an important way for urban and rural residents to consume. Based on Taobao's five most common types of crown and gold crown shop data, a Taobao stores service quality evaluation index system was constructed, using entropy-TOPSIS, gravity models, and geographic detectors to analyze the overall service quality space of Taobao in China and the five major categories differentiation characteristics and influencing factors. The results show that: 1) Taobao stores in municipalities, capital cities, and economically developed cities have higher overall service quality than major less-developed cities. Household Taobao stores and electronic Taobao stores have a higher concentration of high-quality service areas than clothing Taobao stores, beauty Taobao shops, and food Taobao stores; 2) The service quality of the entire Yangtze River Delta and the Pearl River Delta regions and all major types of stores are network-shaped, and the service quality of the two cities interacts strongly; Beijing, Wuhan, Zhengzhou and other cities have a ‘central-peripheral’ radiation pattern; Two or two other cities are weakly connected. Spatial connection of service quality of beauty and food Taobao stores is more complicated than that of electronics, clothing, and home furnishings, and the strength of urban connection is better than the latter three categories. 3) The total retail sales of consumer goods plays a decisive role in the service quality of Taobao stores. In addition, the total amount of regional freight, the number of broadband Internet access households, the level of urban administration, and the number of ordinary colleges and universities play a supporting role. The influence factors of Taobao store service quality in the eastern region are highly interrelated, mainly multi-factor superimposed effects; the central region has a certain level of influence, and the influence of each factor is obvious; the western region is similar to the central region. However, the influence of each factor is weaker than that of the central region; there are relatively few influential factors in the northeast region, and each factor individually affects the service quality of Taobao stores.

Key words: Taobao stores, e-commerce service quality, spatial differentiation, China

中图分类号:

F129.9

姜洪强, 梅林, 杨立青. 中国淘宝店铺服务质量空间分异及影响因素[J]. 地理科学, 2020, 40(3): 428-436.

Jiang Hongqiang, Mei Lin, Yang Liqing. Spatial Differentiation and Influencing Factors of Service Quality of Electronic Shops in China: Taking Taobao Stores as An Example[J]. SCIENTIA GEOGRAPHICA SINICA, 2020, 40(3): 428-436.

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目标层	准则层	指标编号	指标层	指标释义	指标权重
淘宝店铺服务质量	信誉度服务度	X₁	金（皇）冠	金冠为1皇冠为0;店铺的综合实力和规模	0.393
		X₂	是否为金牌卖家	金牌卖家为1,否则为0;能够加大店铺流量倾斜	0.258
		X₃	是否纳入消费者保障计划	纳入消费者保障计划为1,否则为0;买家购物安全的套餐服务	0.001
		X₄	卖家好评率	0~1;商品及服务质量	0.187
		X₅	店铺月销量	≥0;卖家经营能力	0.002
		X₆	店铺商品数	≥0;店铺商品种类和买家需求	0.105
	物流便捷度	X₇	快递网点数量	≥0;物流通达程度和物流成本	0.054

影响因素	中国整体		东部地区		中部地区		西部地区		东北地区
影响因素	P_D,U	P	P_D,U	P	P_D,U	P	P_D,U	P	P_D,U	P
常住人口总量	0.1803	0.0000	0.2097	0.0103	0.1765	0.0398	0.3609	0.1941	0.6137	0.0064
人均GDP	0.1734	0.0000	0.1843	0.0259	0.3187	0.0293	0.1513	0.0566	0.3563	0.0875
第三产业占GDP比重	0.2338	0.0000	0.4382	0.0000	0.1396	0.1840	0.1104	0.2560	0.2912	0.1984
社会消费品零售总额	0.6309	0.0000	0.7999	0.0000	0.6341	0.0000	0.6459	0.0030	0.6631	0.0213
互联网宽带接入户数	0.5761	0.0000	0.6706	0.0000	0.7959	0.0000	0.4741	0.0067	0.4414	0.2832
地区货运总量	0.6212	0.0000	0.7828	0.0000	0.4479	0.0000	0.4926	0.0352	0.4634	0.1770
邮政局站点数	0.3199	0.0000	0.5381	0.0048	0.1278	0.0803	0.2332	0.1682	0.1982	0.3530
普通高等学校数量	0.5268	0.0000	0.5327	0.0000	0.8591	0.0000	0.5218	0.0000	0.6863	0.0035
城市行政等级	0.5075	0.0000	0.6285	0.0000	0.7787	0.0000	0.6059	0.0000	0.6405	0.0000

中国淘宝店铺服务质量空间分异及影响因素

Spatial Differentiation and Influencing Factors of Service Quality of Electronic Shops in China: Taking Taobao Stores as An Example

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