广东工业大学学报 ›› 2019, Vol. 36 ›› Issue (01): 29-34,50.doi: 10.12052/gdutxb.180107

• 综合研究 • 上一篇    下一篇

企业微信影响力及服务质量研究：以物流企业为例

杜松华, 蒋瑞新, 朱琳   

  1. 广东工业大学 管理学院, 广东 广州 510520
  • 收稿日期:2018-07-21 出版日期:2019-01-25 发布日期:2018-12-05
  • 通信作者: 蒋瑞新(1993-),女,硕士研究生,主要研究方向为移动社交媒体竞争力、企业信息管理和物流管理.E-mail:1073700607@qq.com E-mail:1073700607@qq.com
  • 作者简介:杜松华(1967-),女,教授,博士,主要研究方向为企业信息管理、社会网络与网络人行为分析、电子商务与创新管理、供应链与应急管理.
  • 基金资助:
    国家自然科学基金资助项目（71572050）

A Study of Enterprise WeChat Popularity and Service Quality: Cases from Logistics Firms

Du Helen S., Jiang Rui-xin, Zhu Lin   

  1. School of Management, Guangdong University of Technology, Guangzhou 510520, China
  • Received:2018-07-21 Online:2019-01-25 Published:2018-12-05

HTML

PDF (PC)

2844

摘要： 物流行业需要高质量的服务以获得丰厚利润和用户忠诚，微信等移动社交平台为物流企业提升竞争力提供了新的渠道.目前，物流企业尚未找到强有力的有效措施以提升其微信影响力，且移动社交平台影响力相关研究在物流行业存在缺失.本文以启发式-系统式模型为基础，采用定量的内容分析技术和定性的质性研究来探究各种信息线索、微信影响力和服务质量之间的关系.研究表明：启发式线索（发文活跃度和信源可靠性）与系统式线索（移动交易导航性和用户互动性）均与物流企业微信影响力正向相关.物流企业微信影响力对物流服务的时间、人员和货物质量有积极影响.

关键词: 移动社交平台, 企业微信影响力, 启发式-系统式模型, 物流服务质量

Abstract: The logistics industry needs high-quality service to obtain rich profits and user loyalty. Mobile social platforms such as WeChat provide new channels for logistics enterprises to enhance their competitiveness. However, logistics firms have not found effective measures to enhance their WeChat influence, and research regarding the influence of firm-based mobile social media is lacking in the logistics industry. Based on the heuristic-systematic model, the relationship between various information cues, WeChat influence and service quality are explored by quantitative content analysis and qualitative research. Research shows that heuristic cues (i.e. content freshness and source credibility) as well as systematic cues (i.e. mobile transaction navigation and user interaction) can potentially affect enterprise WeChat popularity. Logistics company WeChat has positive impact on the time, personnel and quality of logistics service. And WeChat positively influences time quality, personnel service quality and cargo integrity.

Key words: mobile social media, WeChat popularity, heuristic-systematic model, logistics service quality

中图分类号: 

  • C931.6
[1] HOEHLE H, VENKATESH V. Mobile application usability:conceptualization and instrument development[J]. MIS Quarterly, 2015, 39(2):435-472
[2] DU H S. The role of media-embedded heuristics in achieving online readership popularity[J]. Journal of the Association for Information Science and Technology, 2014, 65(2):302-312
[3] 杜松华, 柯晓波, 易虎, 等. 技术依赖与社会构建视角下的社交媒体竞争力研究综述[J]. 广东工业大学学报, 2017, 34(4):1-11 DU H S, KE X B, YI H, et al. A review of social media popularity studies:a technology dependent and social construction perspective[J]. Journal of Guangdong University of Technology, 2017, 34(4):1-11
[4] CHAIKEN S. Heuristic versus systematic information processing and the use of source versus message cues in persuasion[J]. Journal of Personality & Social Psychology, 1980, 39(5):752-766
[5] 杜松华, 柯晓波, 后锐, 等. 基于HSM的企业微信影响力研究:以P2P网贷平台为例[J]. 管理评论, 2016, 28(12):198-212 DU H S, Ke X B, HOU R, et al. HSM-based enterprise wechat study:an empirical analysis of P2P lending companies[J]. Management Review, 2016, 28(12):198-212
[6] HOVLAND C I, WEISS W. The influence of source credibility on communication effectiveness[J]. Educational Technology Research and Development, 1953, 1(2):142-143
[7] ZHANG K Z K, ZHAO S J, CHEUNG C M K, et al. Examining the influence of online reviews on consumers' decision-making[J]. Decision Support Systems, 2014, 67:78-89.
[8] KOH Y J, SUNDAR S S. Heuristic versus systematic processing of specialist versus generalist sources in online media[J]. Human Communication Research, 2010, 36(2):103-124
[9] PARBOTEEAH D V, VALACICH J S, WELLS J D. The influence of website characteristics on a consumer's urge to buy impulsively[J]. Information Systems Research, 2009, 20(1):60-78
[10] BURTON S, SOBOLEVA A. Interactive or reactive? marketing with twitter[J]. Journal of Consumer Marketing, 2011, 28(7):491-499
[11] SICILIA M, RUIZ S, MUNUERA J L. Effects of interactivity in a web site:the moderating effect of need for cognition[J]. Journal of advertising, 2005, 34(3):31-44
[12] PARASURAMAN A, ZEITHAML V A, BERRY L L. Servqual:a multiple-item scale for measuring consumer perceptions of service quality[J]. Journal of Retailing, 1988, 64(1):12-40
[13] MENTZER J T, WILLIAMS L R. The role of logistics leverage in marketing strategy[J]. Journal of Marketing Channels, 2001, 8(3-4):29-47
[14] PARASURAMAN A, ZEITHAML V A, MALHOTRA A. E-S-Qual:a multiple-item scale for assessing electronic service quality[J]. Journal of Service Research, 2005, 7(3):213-233
[15] 何浏. B2B2C环境下快递服务品牌的消费者满意研究——感知服务质量的中介效应[J]. 中国软科学, 2013(12):114-127 HE L. Consumer satisfaction of the express service brand under B2B2C e-commerce:mediated effects of perceived service quality[J]. China Soft Science Magazine, 2013(12):114-127
[16] MENTZER J T, GOMES R, KRAPFEL R E. Physical distribution service:a fundamental marketing concept?[J]. Journal of the Academy of Marketing Science, 1989, 17(1):53-62
[17] STANK T P, GOLDSBY T J, VICKERY S K, et al. Logistics service performance:estimating its influence on market share[J]. Journal of Business Logistics, 2011, 24(1):27-55
[18] XING Y, GRANT D B. Developing a framework for measuring physical distribution service quality of multi-channel and "pure player" internet retailers[J]. International Journal of Retail & Distribution Management, 2006, 34(4/5):278-289
[1] 张延林, 邓福祥, 唐洪婷, 吴学雁. 企业数字化创新的驱动力：CIO政治技能与议题营销的影响机制研究[J]. 广东工业大学学报, 2023, 40(01): 39-49.
[2] 杜松华, 罗子婵, 陈扬森. 基于社会网络分析与反事实方法的价值共创研究——以小米虚拟社区为例[J]. 广东工业大学学报, 2020, 37(02): 11-21.
[3] 何炜俊, 周应堂. 结合强弱联系和兴趣的社交网络推荐算法[J]. 广东工业大学学报, 2019, 36(03): 39-46.
[4] 杜松华, 柯晓波, 易虎, 胡少如. 技术依赖与社会构建视角下的社交媒体竞争力研究综述[J]. 广东工业大学学报, 2017, 34(04): 1-11.
Viewed
Full text


Abstract

Cited
  Shared   
  Discussed   
No Suggested Reading articles found!
版权所有 © 2017 《广东工业大学学报》编辑部
地址：广州市东风东路729号广东工业大学 邮编：510090
电话：020-37626653,020-37626139,020-37626396
邮箱：xbzrb@gdut.edu.cn
本系统由北京玛格泰克科技发展有限公司设计开发