外文翻譯--物流在電子商務(wù)交易中的角色（節(jié)選）

1、<p>　　2600單詞，14500英文字符，4700漢字</p><p>　　出處：Ramanathan R, George J, Ramanathan U. The Role of Logistics in E-commerce Transactions: An Exploratory Study of Customer Feedback and Risk[M]// Supply Chain Str

2、ategies, Issues and Models. Springer London, 2014:221-233.</p><p><b>　　原文 </b></p><p>　　The Role of Logistics in E-commerce Transactions: An Exploratory Study of Customer Feedback an

3、d Risk</p><p>　　Ramakrishnan Ramanathan, Joseph George，Usha Ramanathan</p><p>　　1 Introduction </p><p>　　E-commerce has shown impressive growth in the last few years. For examp

4、le, according to the survey of the UK Office for National Statistics, Internet sales by UK businesses rose to £222.9 bn in 2008 which was 9.8 % of the total value of all sales by nonfinancial sector businesses and a

5、n increase of 36.6 % on the 2007 Internet sales figure. </p><p>　　The role of logistics services has evolved as e-commerce grew. When online shopping business started growing, many prophesied that it was the

6、 end of the road for many of the intermediaries, who were dominant in traditional supply chains, as more and more suppliers and manufacturers were likely to prefer selling direct to customers in order to reduce delivery

7、time, costs, and compete in the online market (Lancioni et al. 2000; Yankelovich 2000). This meant that most of the business for logistics </p><p>　　Several studies have stressed the importance of various op

8、erational factors, including factors related to logistics performance, in determining overall performance of a seller or an e-tailer (Sum et al. 2001). The importance of quality of physical distribution in the “l(fā)ast-mile

9、” of e-commerce has been stressed (Lee and Whang 2001; Rabinovich and Bailey 2004). E-commerce, especially the B2C segment, is typically characterized by large numbers of small order sizes demanding shipments with a diff

10、er</p><p>　　Risk plays an important role in businesses and is considered more important in online transactions than normal offline transactions (Massad and Tucker 2000). Though there is a huge literature stu

11、dying risk (e.g., Hofacker2000; Miyazaki and Fernandez 2001; Finch 2007), there are not many studies that looked at the role of risk on the importance of logistics service in the e-commerce context. We take up this impor

12、tant research issue in this paper. Specifically, we study how the importance of logis</p><p>　　The rest of the paper is organized as follows: It starts with a brief description of e-commerce along with the o

13、ther literature relevant to logistics and risk in e-commerce. Our research hypothesis is established with reference to the existing literature in this section. Research methodology and analysis are detailed in Sect. 3. S

14、ection 4 discusses the analyses. Section 5 summarizes our research findings and discusses managerial implications. Section 6concludes the paper with limitations and fut</p><p>　　2 Literature Survey and Resea

15、rch Hypothesis </p><p>　　The Role of Logistics Performance in E-commerce </p><p>　　While the role of logistics on firm performance has been well researched in a traditional context (e.g., Morash

16、 and Clinton 1997; Wisner 2003), this topic has received relatively less attention in e-commerce context (Gunasekaran et al. 2007). Traditionally, logistics services are built to facilitate efficient flow of goods, infor

17、mation, and cash. This linear relationship is said to have been broken in the e-commerce context, but Rabinovich and Knemeyer (2006) have highlighted that this is not th</p><p>　　Logistics plays a very impor

18、tant role in ensuring customer satisfaction. The factors related to logistics are experienced by customers after making payments, and are often grouped as one of the postpurchase factors. Studies have found that customer

19、s generally consider physical delivery as a very important factor (Esper et al.2003; Agatz et al. 2008) and that logistics capability is positively associated with firm performance over the Internet (Cho et al. 2008). Mu

20、ch has been written about this “</p><p>　　Late arrival of the product would often make customers wait for the product with compounded anxiety levels. Logistics performance mainly deals with delivery speed an

21、d reliability but several studies have also included responsiveness, communication, order handling, and distribution (e.g., Cho et al. 2008) in the scope of logistics. In general, logistics performance can be improved by

22、 employing multichannel distribution, and most multichannel e-tailers offer online consumers the option to return p</p><p>　　In spite of the rich literature on the role of logistics in physical distribution,

23、 a detailed look at the studies on the role of logistics in e-commerce reveals that they have not considered how the importance of logistics varies depending on risk characteristics of products. However, there is evidenc

24、e that risk plays a significant role in e-commerce and risk characteristics of products could affect the role of logistics in ensuring customer satisfaction. We review some important studies on risk</p><p>　

25、　2.1 Risk on Consumer Behavior in E-commerce </p><p>　　While it has been recognized that perceived risk plays a very significant role in influencing consumer behavior especially in e-commerce transactions, t

26、here does not seem to be many studies that analyzed the impacts of risk. Massad and Tucker (2000) have provided a comparative study of online and offline (or traditional) bidding behaviors. Following the classification o

27、f risk by Hofacker (2000), they have proposed that price comparison risk is higher in traditional auction, while four other type</p><p>　　In this research, we use an interesting new framework suggested for d

28、eciding risk classification by Finch (2007). As per this perspective, the risk characteristic of a product is a function of its price and ambiguity. Finch (2007) has provided a detailed empirical testing on the behavior

29、of online consumers of auction environment based on risk classifications of Massad and Tucker (2000). He has proposed that the risk exposure was determined both by the amount (price) paid and the degree to which</p>

30、;<p>　　3 Research Methodology </p><p>　　3.1 Data Collection </p><p>　　In this research, we have used customers’ feedback from eBay. The online auction site, eBay, was founded in 1995 and

31、is well-known as the world’s best auction engine or marketplace. It has operations in 37 countries with a total customer base of 233 million. The second author has collected data from eBay’s UK website, which is the UK’s

32、 largest online market with more than 14 million active users and more than 10 million items on sale at any given time. A significant number of users utilize eBay </p><p>　　3.1.1 Data Collection Strategy <

33、;/p><p>　　We have collected our data from e-Bay during the summer of 2008. At the end of a transaction on eBay, the buyer rates the seller with a feedback, which could be positive, negative, or neutral. The fee

34、dback is not necessarily only based on the product characteristics; it frequently stresses the service attributes of the entire transaction. Such feedbacks have been collected to interpret the customer’s/buyer’s satisfac

35、tion level. Each feedback has been read and converted into a quantitative form b</p><p>　　The first three categories together form the service-only category. Of these three, the first two are related to logi

36、stics (transport and delivery). </p><p>　　3.1.2 Risk Characterizations </p><p>　　As mentioned earlier, we are interested in understanding how the importance of logistics varies depending on the

37、risk characteristics of the products involved in ecommerce transactions. Based on Finch (2007), we have characterized risk of a product in the form of price and ambiguity. High-price products with high ambiguity (HPHA) a

38、re classified as high-risk products, and low-price products with low ambiguity (LPLA) are classified as low-risk products. The other two products such as high price wi</p><p>　　Low price products are defined

39、 in this study as products below £100 and high price products were those costing above £200. In the low-price low-ambiguity category, DVDs, comics, video games, and accessories and computing accessories were co

40、nsidered. In the high-price low-ambiguity category, laptops, digital cameras, and other electronics were considered. In the high-ambiguity category, products such as antiques (wooden and oriental), paintings, art, potter

41、y, and coins were considered. Based on t</p><p>　　For each of the product categories, effort was made to ensure that the sellers selected were active with significant activity levels in the past few months.

42、This could be confirmed by the number of customer feedbacks within the past 90 days (from June to August 2008). Only the latest 25–100 feedbacks were considered for each seller.</p><p>　　3.2 Interpretation o

43、f Feedback Data. </p><p>　　The following strategy was adopted for interpreting customer feedback. Feedback such as thank you and excellent eBayer were considered as nonspecific. </p><p>　　Feedba

44、ck such as excellent item, product met expectations, and excellent product price were classified as product-only. Fast and excellent condition and great transaction were considered to be both product and service related.

45、 Fast and well packed was put into the service-only category under the subcategory of delivery speed and others, while comments such as excellent service and great communication were placed in the other services subcateg

46、ory. </p><p>　　This data interpretation process can be more easily understood with the help of Table 1, which gives examples of a few customer feedback data being converted into quantitative data. </p>

47、<p>　　As mentioned earlier, we have collected 1000 positive feedback ratings for each of the four product categories (therefore, 4000 in all) and the ratings were classified into one of the earlier mentioned six c

48、ategories. </p><p>　　4 Analysis and Results </p><p>　　We have conducted data analyses in two stages. In Stage 1, we have first verified whether there is a significant difference in the frequency

49、 of logistics-related, other service-related and product-related feedbacks across the three risk categories. We have employed the Chi square test for this purpose of analysis. Stage 2 was based on the results of Stage 1

50、to check if the frequency of feedbacks is higher or lower for different categories. </p><p>　　5 Discussion and Managerial Implications </p><p>　　While there are studies on the importance of logi

51、stics and on the influence of risk in e-commerce transactions, there seems to be no study that combines these two important research avenues. The present study has contributed to the literature by filling this gap by pro

52、viding risk perspective on the importance of logistics in online transactions. Drawing on positive feedbacks of buyers in eBay transactions, this study has found that logistics-related feedbacks are more frequent for low

53、-risk produ</p><p>　　Our study has interesting practical implications to managers of online businesses. Logistics performance contributes to satisfaction of online customers more for low-risk products than f

54、or high-risk products. We interpret this result as support for customers being more attentive to logistics performance in the case of low-risk products. For low-risk products (low price and low ambiguity), customers do n

55、ot usually spend much time on researching the product, order the product, and expect that the </p><p>　　Though they also expect that the product be delivered as per the original specification and at the prom

56、ised time, customers buying high-risk products seem to provide lesser importance to logistics compared to other features of the product. This result agrees well with the literature. For example, Finch (2007) has found se

57、rvice-oriented attributes receive higher priority for low-risk products, while product-oriented attributes receive higher priority for high-risk products. </p><p>　　Managers of e-commerce websites can use ou

58、r results to provide optimal level of logistics service for their products. Logistics performance attributes such as fast shipping and communication will be important for low-risk products, and will contribute to the fav

59、orable service perception of customers. However, for high-risk products, customers may not attach performance in terms of delivery time or communication at very high importance, and any special efforts and money spent on

60、 this may not nece</p><p><b>　　譯文 </b></p><p>　　物流在電子商務(wù)交易中的角色:一個(gè)關(guān)于客戶反饋和風(fēng)險(xiǎn)的探索性研究</p><p>　　羅摩克里希納·拉馬納坦;盧頓路，貝德福德郡</p><p><b>　　1 引言 </b></p&

61、gt;<p>　　在過(guò)去的幾年里，電子商務(wù)已經(jīng)得到了飛速地發(fā)展，令人印象深刻。例如，根據(jù)英國(guó)國(guó)家統(tǒng)計(jì)局的調(diào)查，2008 年，英國(guó)企業(yè)的互聯(lián)網(wǎng)銷售額上升到了£2229億，占到非金融行業(yè)企業(yè)總價(jià)值的 9.8%，與 2007 年互聯(lián)網(wǎng)銷售數(shù)字相比，銷售增加了 36.6%。 </p><p>　　物流服務(wù)在電子商務(wù)的發(fā)展中扮演著重要的作用。當(dāng)網(wǎng)上購(gòu)物業(yè)務(wù)開(kāi)始增長(zhǎng)時(shí)，許多人預(yù)言說(shuō)這是許多中介的路的盡

62、頭，因?yàn)樗麄冎饕趥鹘y(tǒng)的供應(yīng)鏈中有支配權(quán)，隨著越來(lái)越多的供應(yīng)商和制造商改變了營(yíng)銷觀念，為了減少交貨時(shí)間和成本，他們可能會(huì)更喜歡直接將商品賣(mài)給客戶，參與在線市場(chǎng)的競(jìng)爭(zhēng)(蘭索妮等人，揚(yáng)克洛維奇 2000)。這意味著大多數(shù)物流服務(wù)提供商的業(yè)務(wù)將是主要局限于網(wǎng)上購(gòu)物訂單周期的“最后一英里”。然而，這并沒(méi)有成為處理網(wǎng)上購(gòu)物的一個(gè)范例，物流服務(wù)提供商見(jiàn)證了電子商務(wù)商業(yè)的巨大增長(zhǎng) (拉比諾維奇和貝利2004)。本文的重點(diǎn)是研究電子商務(wù)交易中的物流服務(wù)

63、提供者的角色。 </p><p>　　一些研究已經(jīng)強(qiáng)調(diào)了各種操作因素的重要性，包括與物流績(jī)效有關(guān)的因素，在確定賣(mài)方的總體績(jī)效或電子商務(wù)零售商(薩姆等 2001 年)。(李和王 2001;拉比諾維奇和貝利 2004)強(qiáng)調(diào)了物流在電子商務(wù)的“最后一英里”的運(yùn)輸配送質(zhì)量的重要性。電子商務(wù)，特別是在 B2C 領(lǐng)域，通常表現(xiàn)為大量的小訂單，與實(shí)體業(yè)務(wù)相比，要求有不同的分銷系統(tǒng)，物流由此為電子商務(wù)提供了更大范圍的作用。大家都

64、相信，電子商務(wù)為第三方物流(3 pl)服務(wù)提供者提供了新的機(jī)遇，以及隨著電子商務(wù)的持續(xù)增長(zhǎng)，物流的重要性也將增加(克羅爾 1999)。 </p><p>　　風(fēng)險(xiǎn)在商業(yè)中扮演著一個(gè)重要的角色，與線下交易相比，在線上交易中被認(rèn)為是更重要的 (馬薩德和塔克 2000)。雖然，存在一個(gè)巨大的文獻(xiàn)研究風(fēng)險(xiǎn)(如:荷菲克 2000;費(fèi)爾南德斯 2001;芬奇 2007), 對(duì)于物流服務(wù)在電子商務(wù)背景下的風(fēng)險(xiǎn)作用的重要性研究并

65、不多。我們選擇這個(gè)重要的研究問(wèn)題，具體地說(shuō)，我們研究物流績(jī)效的重要性是如何受到通過(guò)電子商務(wù)銷售網(wǎng)站賣(mài)出的商品的風(fēng)險(xiǎn)特征影響的，我們使用的是 eBay 的客戶反饋信息。 </p><p>　　本文的其他內(nèi)容組織如下:首先簡(jiǎn)要描述了電子商務(wù)，以及物流和電子商務(wù)所面臨的風(fēng)險(xiǎn)的其他相關(guān)文獻(xiàn)。我們的研究假設(shè)是建立在這一節(jié)中現(xiàn)有的文獻(xiàn)研究中的。研究方法和詳細(xì)分析位于第三節(jié)。第四節(jié)進(jìn)行了討論分析。第五節(jié)總結(jié)我們的研究結(jié)果和討論

66、啟發(fā)。第六節(jié)總結(jié)本文的局限性，以及對(duì)未來(lái)的研究進(jìn)行展望。 </p><p>　　2 文獻(xiàn)研究和研究假設(shè) </p><p>　　物流在電子商務(wù)中的作用 </p><p>　　物流對(duì)公司業(yè)績(jī)的作用在傳統(tǒng)的文獻(xiàn)中已經(jīng)被很多專家學(xué)者們所研究。(例如:幕什和克林頓 1997; 威斯納 2003)，在電子商務(wù)背景下，這個(gè)主題受到的關(guān)注相對(duì)較少(古納斯卡昂等 2007 年)。傳統(tǒng)

67、上，物流服務(wù)促進(jìn)了商品、信息和現(xiàn)金的高效流通。而在電子商務(wù)背景下，這種線性關(guān)系被打破了，但拉比諾維奇和科邁爾(2006)強(qiáng)調(diào)，過(guò)去十年發(fā)生的相關(guān)事件并不能成為證據(jù)。根據(jù)他們的說(shuō)法，物流服務(wù)提供商的重要性在電子商務(wù)市場(chǎng)增加了。 </p><p>　　物流在確保客戶滿意度方面起著非常重要的作用。當(dāng)客戶付款后，就會(huì)體驗(yàn)到與物流相關(guān)的因素，并經(jīng)常會(huì)影響到客戶的購(gòu)買(mǎi)，好的物流服務(wù)會(huì)成為成功銷售的因素之一。研究發(fā)現(xiàn)，消費(fèi)者普

68、遍認(rèn)為實(shí)物交割是一個(gè)非常重要的因素(埃斯珀等 2003;安佳慈等 2008 年) 電子商務(wù)背景下，物流能力是與公司績(jī)效呈正相關(guān)的( 2008 年)。目前已經(jīng)有很多關(guān)于這個(gè)“最后一英里”的網(wǎng)絡(luò)供應(yīng)鏈(埃斯珀等 2003;高爾等 2007;李 2001)。與實(shí)體商店相比，客戶更偏愛(ài)選擇把自己大部分的交易產(chǎn)品，通過(guò)互聯(lián)網(wǎng)，使用物流渠道交付產(chǎn)品?？蛻舫霈F(xiàn)不滿的重要來(lái)源要么由于遲到或未到的產(chǎn)品，或是由于損壞的產(chǎn)品。 </p><

69、;p>　　遲到的產(chǎn)品往往會(huì)加劇客戶等待產(chǎn)品的焦慮水平。物流績(jī)效主要是保證交付速度和可靠性，但一些研究也包括響應(yīng)能力、溝通、訂單處理和配送物流的范圍 (如:趙等人 2008 年)。一般來(lái)說(shuō)，可以通過(guò)采用多渠道配送提高物流績(jī)效，大多數(shù)電子零售商通過(guò)在線商店為在線消費(fèi)者購(gòu)買(mǎi)產(chǎn)品提供多種配送渠道，這是極大地重視客戶(阿特茲等 2008 年)。電子商務(wù)物流平臺(tái)實(shí)現(xiàn)由物流結(jié)構(gòu)(如:直接銷售或通過(guò)配送中心)、物流過(guò)程(如:訂單處理、儲(chǔ)存、包裝和

70、運(yùn)輸)和系統(tǒng)的信息和報(bào)告等組成(奧爾丁和斯塔勒 2003)。 </p><p>　　盡管研究物流在是配送中作用的文獻(xiàn)非常多，但詳細(xì)研究物流在電子商務(wù)中的作用的研究則不多，他們沒(méi)有意識(shí)到如何根據(jù)不同風(fēng)險(xiǎn)特征的產(chǎn)品考慮物流的重要性。然而，有證據(jù)表明，風(fēng)險(xiǎn)在電子商務(wù)中起著重要的作用，在確?？蛻魸M意度方面，產(chǎn)品的風(fēng)險(xiǎn)特征可能會(huì)影響物流的作用。我們將在下一節(jié)研究電子商務(wù)的一些重要風(fēng)險(xiǎn)。 </p><p&

71、gt;　　2.1 電子商務(wù)中消費(fèi)者行為的風(fēng)險(xiǎn) </p><p>　　雖然大家都已經(jīng)認(rèn)識(shí)到在影響消費(fèi)者行為尤其是在電子商務(wù)交易中，預(yù)測(cè)風(fēng)險(xiǎn)起著非常重要的作用，但是似乎分析風(fēng)險(xiǎn)的影響這方面的研究并沒(méi)有很多。馬薩德和塔克(2000)提供了一個(gè)線上和線下(或傳統(tǒng))招標(biāo)行為的比較研究。荷菲柯(2000)已經(jīng)提出，價(jià)格相比于傳統(tǒng)拍賣(mài)，風(fēng)險(xiǎn)較高，而其他四個(gè)類型的風(fēng)險(xiǎn)(時(shí)間風(fēng)險(xiǎn)、供應(yīng)商風(fēng)險(xiǎn)、安全風(fēng)險(xiǎn)、隱私風(fēng)險(xiǎn)和性能風(fēng)險(xiǎn))需要更高

72、的網(wǎng)絡(luò)環(huán)境。宮崎駿與費(fèi)爾南德斯(2001)發(fā)現(xiàn)，如果具備更高水平的互聯(lián)網(wǎng)體驗(yàn)，那么感知在線交易的風(fēng)險(xiǎn)可能會(huì)減少。都林等人(2005)，在新西蘭利用互聯(lián)網(wǎng)進(jìn)行調(diào)查，發(fā)現(xiàn)了感知風(fēng)險(xiǎn)感知的好處，網(wǎng)上購(gòu)物與網(wǎng)上購(gòu)物的數(shù)量和頻率。林(2003)確定了網(wǎng)上購(gòu)物的四種風(fēng)險(xiǎn)來(lái)源:技術(shù)、供應(yīng)商、消費(fèi)者和產(chǎn)品。拉克 等人(2006)發(fā)現(xiàn)，在線用戶在預(yù)定一個(gè)服務(wù)前，正進(jìn)行個(gè)人風(fēng)險(xiǎn)評(píng)估。 </p><p>　　在本研究中，我們使用芬奇于

73、 2007 提出的一個(gè)有趣的新框架確定了風(fēng)險(xiǎn)分類。按這個(gè)角度看，產(chǎn)品的風(fēng)險(xiǎn)特征是一個(gè)價(jià)格和歧義的函數(shù)。芬奇(2007)提供了一個(gè)詳細(xì)的實(shí)證測(cè)試，基于風(fēng)險(xiǎn)分類下的在線消費(fèi)者行為研究，(馬薩德和塔克 2000)。他提出了通過(guò)支付的金額(價(jià)格)和程度可以準(zhǔn)確地描述產(chǎn)品(歧義)。通過(guò)收集和分析 1000 個(gè)客戶的反饋信息，他發(fā)現(xiàn)面向服務(wù)質(zhì)量的維度可能會(huì)比低風(fēng)險(xiǎn)類別得到更高的重要性和面向產(chǎn)品質(zhì)量維度可能比高風(fēng)險(xiǎn)類別會(huì)得到更高的重要性。 </

74、p><p>　　然而，回顧先前可用的相關(guān)的文獻(xiàn)表明，沒(méi)有人研究產(chǎn)品風(fēng)險(xiǎn)與物流的。人 們普遍認(rèn)為物流因素，本質(zhì)上是面向服務(wù)的。因此，在缺乏其他特定物流風(fēng)險(xiǎn)影響因素研究的背景下，我們將擴(kuò)展芬奇(2007)的研究成果，并提出了以下假設(shè)。 研究假設(shè):在電子商務(wù)交易中，物流對(duì)低風(fēng)險(xiǎn)產(chǎn)品的重要性比風(fēng)險(xiǎn)較高的產(chǎn)品的重要性會(huì)更高。 </p><p><b>　　3 研究方法 </b>&l

75、t;/p><p>　　3.1 數(shù)據(jù)的收集 </p><p>　　在本研究中，我們使用從 eBay 獲得的客戶反饋信息。在線拍賣(mài)網(wǎng)站 eBay，成立于 1995 年，是世界上最好的著名引擎或拍賣(mài)市場(chǎng)。它已經(jīng)在 37 個(gè)國(guó)家擁有共 2.33 億的客戶基礎(chǔ)。第二個(gè)作者收集的數(shù)據(jù)主要來(lái)自英國(guó) eBay 的網(wǎng)站，這是英國(guó)最大的在線市場(chǎng)，擁有超過(guò) 1400 萬(wàn)的活躍用戶，超過(guò) 1000 萬(wàn)件銷售產(chǎn)品，在任

76、何給定的時(shí)間可以為客戶提供購(gòu)買(mǎi)服務(wù)。大量的用戶利用 eBay 作為他們的主要或次要的收入來(lái)源(eBay 全球 2008)。 </p><p>　　3.1.1 數(shù)據(jù)收集策略 </p><p>　　我們收集的數(shù)據(jù)來(lái)源于 ebay 2008 年的夏天的營(yíng)銷數(shù)據(jù)。在 eBay 交易的最后，買(mǎi)方會(huì)對(duì)賣(mài)方進(jìn)行一個(gè)反饋，這可能是積極的、消極的或中性的?？蛻糇龀龅姆答佇畔⒉⒉灰欢ㄖ皇敲枋霎a(chǎn)品的特征;它也會(huì)

77、經(jīng)常強(qiáng)調(diào)整個(gè)交易的服務(wù)品質(zhì)。這樣收集的反饋信息能夠體現(xiàn)客戶/買(mǎi)方滿意的水平。每個(gè)反饋被讀取和轉(zhuǎn)換為定量形式，分類成以下六大類: </p><p>　　(1)交貨速度/及時(shí)性 (2)交付速度/及時(shí)性和其他服務(wù)等因素排序，挑選、包裝、溝通、訂單跟蹤等。 (3)其他服務(wù)因素(不包括交付速度/及時(shí)性) (4)產(chǎn)品 (5)產(chǎn)品和服務(wù)相關(guān) (6)非特異性 </p><p>　　前三個(gè)類別一起構(gòu)成服務(wù)范

78、疇。這三個(gè)中，前兩個(gè)是物流相關(guān)的(運(yùn)輸和交付)。 </p><p>　　3.1.2 風(fēng)險(xiǎn)特征 </p><p>　　正如前面所提到的，我們有興趣了解隨著商業(yè)交易中產(chǎn)品的風(fēng)險(xiǎn)特征而變化的物流的重要性?；诜移?2007)的研究，我們將風(fēng)險(xiǎn)按照產(chǎn)品的價(jià)格和歧義來(lái)進(jìn)行分類。高價(jià)高歧義(HPHA)的產(chǎn)品被列為高風(fēng)險(xiǎn)產(chǎn)品，以及低價(jià)低歧義 (LPLA) 的產(chǎn)品被列為低風(fēng)險(xiǎn)產(chǎn)品。另外兩種產(chǎn)品，如高價(jià)格和

79、低歧義(HPLA)的產(chǎn)品和低價(jià)格高歧義(LPHA)的產(chǎn)品，則被列為中等風(fēng)險(xiǎn)的產(chǎn)品。因此，我們已經(jīng)分類了三種風(fēng)險(xiǎn)類型的產(chǎn)品，高風(fēng)險(xiǎn)、中等風(fēng)險(xiǎn)和低風(fēng)險(xiǎn)。 </p><p>　　在本研究中，低價(jià)格產(chǎn)品的定義為低于£100 的產(chǎn)品，高價(jià)格的產(chǎn)品是那些花費(fèi)超過(guò)£200 的產(chǎn)品。在低價(jià)低歧義的類別里，DVD、漫畫(huà)、視頻游戲、配件和計(jì)算機(jī)配件都是這一類的。在高價(jià)低歧義類別里，筆記本電腦、數(shù)碼相機(jī)和其他電子產(chǎn)

80、品都是的。在高歧義類別的產(chǎn)品里，主要是如古董(木和東方)、繪畫(huà)、藝術(shù)、陶器、和收藏硬幣等等?；诟咂缌x產(chǎn)品的價(jià)格區(qū)間的變化，賣(mài)家被分為低價(jià)高歧義和高價(jià)高歧義兩者中的一種。我們選擇這些產(chǎn)品類別，來(lái)表示 對(duì)高危人群的定義與芬奇(2007)的研究是一致的。我們已經(jīng)為這四個(gè)產(chǎn)品類別中的每一類，都收集了 1000 個(gè)積極的反饋評(píng)級(jí) (因此，總共有 4000 個(gè))。積極的反饋評(píng)價(jià)提供了一種很重要的，并且符合先前學(xué)者的研究(例如芬奇 2007)。 &

81、lt;/p><p>　　對(duì)于每個(gè)產(chǎn)品類別來(lái)說(shuō)，如果選擇合適的賣(mài)家，則要努力確保賣(mài)方在過(guò)去的幾個(gè)月里有重大活躍水平的活動(dòng)。這可以通過(guò)在過(guò)去的 90 天客戶反饋的數(shù)量 (從 6 月到 2008 年 8 月)來(lái)證實(shí)。只有最新的 25 – 100 個(gè)樣本反饋，會(huì)考慮每一個(gè)賣(mài)家。 </p><p>　　3.2 對(duì)反饋數(shù)據(jù)的解讀 </p><p>　　接下來(lái)介紹為了解釋客戶的反饋信

82、息而采用的策略。反饋信息，如:謝謝你和優(yōu)秀的易趣賣(mài)家，這些信息被認(rèn)為是特定的。 </p><p>　　反饋信息中，如優(yōu)秀的商品,產(chǎn)品符合預(yù)期,和優(yōu)秀的產(chǎn)品價(jià)格?？焖俸土己玫臈l件都被認(rèn)為與相關(guān)的產(chǎn)品和服務(wù)交易有關(guān)?？焖僖约巴昝赖陌b，被置于服務(wù)類別下的子類別，交貨速度中，而優(yōu)質(zhì)的服務(wù)和強(qiáng)大的溝通等評(píng)論則被放置在其他服務(wù)子類。 </p><p>　　在表 1 的幫助下，該數(shù)據(jù)的解釋過(guò)程可以更容

83、易地理解，這讓一些客戶反饋的例子數(shù)據(jù)可以轉(zhuǎn)化為定量的數(shù)據(jù)。正如前面所提到的,我們已經(jīng)收集了 1000個(gè)為每個(gè)產(chǎn)品類別的積極的反饋評(píng)價(jià)(因此,總共有 4000 個(gè))，以及評(píng)級(jí)被分為之前提到的六大類之一。 </p><p><b>　　4 分析和結(jié)果 </b></p><p>　　我們分兩個(gè)階段對(duì)數(shù)據(jù)進(jìn)行了分析。在第一階段，我們首先驗(yàn)證了物流有關(guān) 的頻率、產(chǎn)品和服務(wù)的其他

84、有關(guān)反饋信息是否有顯著的差異。為此我們采用卡方檢驗(yàn)分析法。第二階段則是基于第一階段的結(jié)果,以檢查不同的類別的反饋頻率是高或是低。 </p><p>　　5 討論和管理中的啟示 </p><p>　　雖然有部分研究了物流的重要性在在電子商務(wù)交易中的重要性，以及電子商務(wù)交易中的風(fēng)險(xiǎn),但是似乎到目前為止，還沒(méi)有研究將這兩者結(jié)合起來(lái)研究。因此，本文的研究可以填補(bǔ)這一空白,從風(fēng)險(xiǎn)角度出發(fā)研究電子商務(wù)

85、物流的重要性。利用 eBay 交易中買(mǎi)家的積極反饋,本研究發(fā)現(xiàn),相比于高風(fēng)險(xiǎn)產(chǎn)品(以高價(jià)格和高歧義)，對(duì)低風(fēng)險(xiǎn)產(chǎn)品(以低價(jià)格和低歧義)的物流反饋信息更加頻繁。我們的研究同意芬奇在 2007 年的研究發(fā)現(xiàn),他發(fā)現(xiàn)服務(wù)導(dǎo)向的因素,還包括物流服務(wù))在低風(fēng)險(xiǎn)類別中表現(xiàn)出了更高的重要性。 </p><p>　　我們的研究對(duì)在線業(yè)務(wù)的經(jīng)理來(lái)說(shuō)，有很大的實(shí)際意義。物流服務(wù)績(jī)效水平能夠顯著提高在線客戶的滿意度，特別是低風(fēng)險(xiǎn)產(chǎn)品比

86、高風(fēng)險(xiǎn)產(chǎn)品的客戶又更高的物流服務(wù)滿意度。我們將這個(gè)結(jié)果作為支持客戶更關(guān)注低風(fēng)險(xiǎn)產(chǎn)品的物流績(jī)效的證據(jù)之一。低風(fēng)險(xiǎn)的產(chǎn)品(低價(jià)格和低歧義),客戶通常不花太多時(shí)間在研究產(chǎn)品,訂單產(chǎn)品和期望的產(chǎn)品交付上。因此,對(duì)于客戶來(lái)說(shuō)，在承諾的時(shí)間內(nèi)交付正確的產(chǎn)品似乎是更重要的。另一方面,對(duì)高風(fēng)險(xiǎn)產(chǎn)品(高價(jià)格和高歧義),客戶會(huì)花相對(duì)更多的時(shí)間在閱讀產(chǎn)品的相關(guān)信息上，相對(duì)來(lái)說(shuō)， 沒(méi)有低風(fēng)險(xiǎn)的產(chǎn)品更關(guān)注物流服務(wù)供應(yīng)商的績(jī)效。 </p><p

87、>　　雖然他們也希望按原來(lái)的要求，在承諾的時(shí)間內(nèi)交付產(chǎn)品,相比于產(chǎn)品的其他特征，客戶購(gòu)買(mǎi)高風(fēng)險(xiǎn)產(chǎn)品似乎更加關(guān)注物流的重要性。這個(gè)研究與之前的文獻(xiàn)研究發(fā)現(xiàn)相一致。例如,芬奇(2007)的研究發(fā)現(xiàn)，發(fā)現(xiàn)服務(wù)導(dǎo)向的因素,還包括物流服務(wù))在低風(fēng)險(xiǎn)類別中表現(xiàn)出了更高的重要性,而產(chǎn)品屬性導(dǎo)向的高風(fēng)險(xiǎn)的產(chǎn)品則獲得更高的優(yōu)先級(jí)。 </p><p>　　電子商務(wù)網(wǎng)站的管理者們可以使用我們的研究結(jié)果，為他們的產(chǎn)品提供最優(yōu)的物流