【作者】 刘敏；

【导师】 李随成； 张成；

【作者基本信息】 西安理工大学 ， 工程管理（专业学位）， 2025， 硕士

【摘要】 进入信息化时代,消费者如今在购买生鲜产品时拥有多样化的选择方式,例如通过手机应用程序、线上电商平台等完成交易。这些技术突破使消费者能够便捷地通过电子渠道下单,并快速接收商品,从而摆脱单一购买模式的限制。物流是电子商务交易过程中必不可少的一环,物流服务质量反映了顾客的心理期望与实际体验之间的差距,优质的物流服务质量可以直接影响消费者满意度,并作用于复购意愿。尤其是在即时性要求更高的生鲜电商领域,由于生鲜产品易腐、时效敏感等特点,物流服务质量对于保障生鲜食品的新鲜度、品质与安全性具有关键意义。如何便捷、有效的评估生鲜电商的物流服务质量,成为电商平台和学者们关注的重点。而在线评论作为消费者购物体验的直接表达,不仅包含了他们对各种物流服务要素的情感倾向,还包含了大量与物流相关的信息,例如价格、速度、态度等。随着在线平台的发展,越来越多的研究人员利用消费者的在线评论数据来评估物流服务质量,同时,在线评论还具备规模性、实时性与客观性等优势,是评估物流服务质量的重要数据源。基于此,本文选取T公司作为研究对象,T公司的在线评论作为研究数据,基于物流服务质量相关理论和文本分析技术对T公司生鲜产品物流服务质量进行评价及改进。首先,本文对T公司物流服务质量的现状进行了描述,分析了 T公司物流服务质量存在的问题及其原因;其次,为了进一步利用数据更加精确的识别T公司物流服务的关键问题,本文结合文献研究和行业特性,构建了 T公司生鲜产品物流服务质量评价指标体系,涵盖6个一级指标、15个二级指标;再次,运用网络爬虫技术获取T公司生鲜产品的在线评论,通过分词处理、关键词提取和低频关键词识别构建了 T公司生鲜产品物流服务质量关键词词典,并将物流关键词与评价指标进行匹配,采用TF-IDF算法量化指标权重,识别消费者对生鲜物流服务质量的核心关注点;然后,通过SnowNLP对筛选出的包含物流关键词的在线评论进行情感分析,基于情感值计算结果量化消费者对物流服务质量的满意度。识别了消费者眼中T公司物流服务的短板;最后,根据物流服务质量的评价结果,选择“物流响应能力”和“保鲜完好度”两个高权重低分的代表性维度,对T公司生鲜物流服务存在的问题进行改进,助力T公司提高生鲜产品物流服务质量水平,提升企业竞争力,使T公司更好的发展。更多还原

【Abstract】 In the information age,consumers now have a variety of options when purchasing fresh products,such as mobile applications and online e-commerce platforms.These technological advancements enable consumers to conveniently place orders through electronic channels and receive goods promptly,thereby breaking free from the limitations of single purchasing modes.Logistics serves as an indispensable component of e-commerce transactions,where logistics service quality reflects the gap between customers’ psychological expectations and their actual experiences.High-quality logistics services can directly influence consumer satisfaction and impact repurchase intentions.Particularly in the fresh food e-commerce sector,which demands higher immediacy due to the perishable and time-sensitive nature of fresh products,logistics service quality plays a critical role in ensuring freshness,quality,and safety.Conveniently and effectively evaluating logistics service quality in fresh food e-commerce has become a key focus for platforms and researchers.As direct expressions of shopping experiences,online reviews not only contain consumers’ emotional inclinations toward various logistics service elements but also provide substantial logistics-related information,such as pricing,delivery speed,and service attitude.With the development of online platforms,an increasing number of researchers utilize consumer review data to assess logistics service quality.Additionally,online reviews offer advantages in scale,real-time nature,and objectivity,making them a vital data source for evaluating logistics service quality.Based on this,this study selects Company T as the research subject,utilizing its online reviews as data to evaluate and improve the logistics service quality(LSQ)of its fresh products through LSQ-related theories and text analysis.First,the current state of Company T’s logistics service quality is described,followed by an analysis of existing issues and their root causes.Second,to precisely identify critical problems in Company T’s logistics services through datadriven insights,an LSQ evaluation index system for its fresh products is established by integrating literature research and industry characteristics.This system comprises 6 first-level indicators and 15 second-level indicators.Third,online reviews of Company T’s fresh products are collected using web crawler technology.Through word segmentation,keyword extraction,and low-frequency keyword filtering,a domain-specific keyword lexicon for LSQ is constructed.Logistics-related keywords are mapped to evaluation indicators,and the TF-IDF algorithm is applied to quantify indicator weights,thereby identifying consumers’ core concerns regarding fresh product LSQ.Subsequently,sentiment analysis is conducted using SnowNLP on reviews containing logistics keywords,with consumer satisfaction quantified based on sentiment scores.This process pinpoints weaknesses in Company T’s LSQ from the consumer perspective.Finally,guided by evaluation results,two high-weight,low-score dimensions—"logistics responsiveness"and "packaging integrity"—are prioritized for targeted improvements.These enhancements aim to elevate the LSQ of Company T’s fresh product logistics,strengthen its competitiveness,and foster sustainable development.更多还原