为促进农村电子商务的发展,探究影响农村电子商务物流服务水平的主要因素,该文基于KANO模型,构建农村电子商务物流服务水平测评体系,并进行实证测评。研究结果表明:在17个质量指标中,3个属于魅力质量属性,8个属于一元质量属性,4个属于必备质量属性,2个属于无差异质量属性。同时,运用四分图法进一步识别各质量指标对顾客满意度和不满意度的影响程度,为农村电子商务物流服务满意度的提高提供参考。

In order to promote the development of rural e-commerce and explore the main factors affecting the logistics service level in rural e-commerce,this paper,based on KANO model,develops an evaluation systemto evaluate rural e-commerce logistics service leveland makes an empirical evaluation. The research result shows that,among the 17 quality attributes,3 of them are attractive quality attributes,8 of them are one-dimensional quality attributes,4 of them are essential quality attributesand 2 of them are indifferent quality attributes. At the same time,this paper uses the quadripartite graph method to further identify the impact of quality attributes on customer satisfaction and unsatisfactory,which can provide reference for the improvement of rural e-commerce logistics service satisfaction.