Spatial differentiation and influencing factors influencing the quality of service of C2C Taobao stores in the Central Plains Urban Agglomeration at the county level
(2.School of Urban and Regional Science, East China Normal University, Shanghai, China 200241)
【Abstract】Based on the index of comprehensive service quality and using multiple spatial analysis methods, this paper aimed to investigate the spatial differentiation and influencing factors of comprehensive service quality of Taobao online consumer-to-consumer (C2C) stores in the Central Plains Urban Agglomeration at the county level. The results are as follows. Firstly, the number of research units with poor and low service quality accounts for more than 85% of the total, which reflects the overall service quality is weak at the county level. The number and spatial scope of cities with high service quality are small and it has not formed the group linkage effect, which reflects the capacity of radiation is at a low level. Compared with the city level, the county level can better reflect the high-quality growth points of local low-value areas. Secondly, the spatial correlation pattern shows a weak spatial positive correlation, Low-Low (L-L) areas dominate the distribution type, and High-High (H-H), High-Low (H-L) and Low-High (L-H) areas occupy a relatively smaller distribution scope. The overall spatial correlation pattern presents a ring diffusion trend of “H-H”-“L-H”-“L-L” with Zhengzhou City as the center. Compared with the city level, local H-H, H-L areas located in low-value areas are highlighted. Thirdly, from the spatial interactive intensity perspective, the interactive axis is occupied with four-level intensity, which shapes the spatial interactive pattern of one group, one belt and multiple cores with the first three levels of connective axis. Unlike the radial pattern with Zhengzhou as the core at the city level, the core radiation area is limited to the Zhengzhou metropolitan area. Finally, based on the evaluation results, the influencing factor analysis is carried out by the combination of qualitative and quantitative methods, and we found that the information level is the main key factor, while the constraints of terrain and location conditions as the basic factors become weak. The improvement of urbanization, industrialization and the economic development levels provides basic support; specialized operation plays an important role in promoting the quality of well-known brands and service quality; the education level of the population also plays an important role in operating online stores and improving products; and the external environment created by macro policies plays an important guiding role in improving the service quality of Taobao C2C stores.
【Keywords】 C2C Taobao stores; e-commerce; service quality; consumer review; online word of mouth; Central Plains Urban Agglomeration;
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