Bayesian Network-Based Online Shopping Satisfaction Evaluation and Empirical Analysis of the Third-Party Logistics

Logistics plays an important role in electronic business activities, and logistics service satisfaction directly determines the consumer to the choice of logistics companies. In order to explore the factors affect logistics service satisfaction and the effect of various factors, this paper first integrated many scholars' views, and established a logistics satisfaction evaluation index system which is operable and tallied with the actual situation, Then, constructed an e-commerce third party logistics satisfaction assessment model using a Bayesian network based on the theory of Bayesian network. Finally, took the Shen Tong Express (STO) for an example and conducted empirical analysis of consumers of STO to acquire their satisfaction degree of the logistics service of STO as well as the order of importance of factors impacting logistics satisfaction.