快递行业中英文对照外文文献翻译

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　Why Customers Intend to Use Express Delivery Services（客户为何打算使用快递服务）

　文献作者：S Setiyawati，B Haryanto

　文献出处：《Social Science Electronic Publishing》,2016,3(2):56- 81

　字数统计：英文 2718 单词，15832 字符；中文 4805 汉字

　外文文献：

　Why Customers Intend to Use Express Delivery Services

　Abstract The aim of this research was to better understand the effects of products quality, price reasonableness, brand image, and attitude towards customer’s intention. This research was guided by four research questions: What product quality has a positive influence on express delivery services a positive attitude? What price reasonableness positive influence on attitude to use express delivery services? What positive effect on brand image expresses delivery services? What positive attitude influence on intention to use express delivery services? The methodology employed was survey of 100 customers plus in-depth interviews with courier service operators. Interviews and survey were conducted from August to October 2015. This research was used SEM techniques for data analyze. The results confirmed there was no relationship between products quality, price reasonableness and attitude. Furthermore, brand image has influence attitude. The mediating role effects of costumer’s attitude for product quality, price reasonableness and brand image towards customer’s intention offer new insight into antecedents on costumer’s intention in a high

　influence. This study presents an original contribution to understanding brand image effect and its attributes either directly or through attitude towards customer’s intention is determine. Keywords: Product Quality, Price Reasonableness, Brand Image, Attitude, Customer’s Intention 1.Introduction

　Competitive advantage is likely to depend on market orientation, which means fosters behaviors that lead to customer’s perception of superior value. Market orientation implies to customer’s needs and delivering solutions and services that meet customer’s needs, which indicates customer orientation. The phenomenon of attitude and intention to use express delivery service part of orientation to the customers is an interesting issue to be studied. Previous studies show inconsistency attitudes and intentions models relating to express delivery services (Li & Petrick, 2008). This is due each study is based on the object and different settings. These conditions provide opportunities to design an alternative model capable of elaborating phenomenon to be observed. The alternative model is built based on five variables: products quality, price reasonableness, brand image, and attitudes which explain its influence on intention to use express delivery services. Thus, prediction models of individual behavior intention can be explained as follows: Product quality needs to be examined because these variables effectively to influence customer attitude (Stank et al., 2003; Richey et al., 2007; Rafid & Jaafar, 2007). However, different findings on influence customer behavior and product quality services performed by Mentzer et al.(2001) indicating customer perceptions about product quality is very relative and changeable nature because of individual psychological influence. 1.1.Problem Statement

　Conceptualization of variables to be studied, namely: product quality, price

　reasonableness, brand image and attitude influence intention to use express delivery services. To encourage practices this study addresses the following questions: Is product quality has a positive influence on express delivery services a positive attitude? What price reasonableness positive influence on attitude to use express delivery services? What positive effects on brand image express delivery services? What positive attitude influence on intention to use express delivery services? 1.2.Research Objectives

　The general purpose of this study is to look at the effect of product quality, price reasonableness, brand image and attitude influence on intention. Especially, this study aims to figure product quality has a positive influence on attitude; price reasonableness positive influence attitude; brand image positive influence attitude; and attitude positive effect on the customers’ intent to use express delivery services. 1.3.Research Contributions

　The contribution of this study is to offer a new approach that is more comprehensive, namely elaborate dimensions of product quality, brand image, price reasonableness, and attitude to assess the extent of its significance to customer’s

　intent to use express delivery services; contribute to the science of management. Especially to understand the effect of product quality, price reasonableness, brand image, attitude to assess the extent its significance to customer’s intent on express delivery services. Then, show main factors that explain highest variation in customer’s intent on express delivery services company will help policymakers to reform corporate marketing service significantly and qualified; a pioneer in customer’s intent perspective to use express delivery services. The findings of study will fill chasms theoretical to explore role of attitudes that decide customer’s intent to use express delivery services and mainstreaming for further studies in marketing services.

　2.Research Framework and Hypotheses

　The approach used in assessing the influence of attitudes and intentions of customers are TRA of Fishbein & Ajzen (2010) and TPB developed by Ajzen (2001) with adding the perceived behavioral control as a determinant of behavioral intention. Dimensions intention to behave customers essentially determined by three factors: a person’s attitude toward behavior, the degree of social pressure one feels about the behavior and the degree of acceptance of control perceived in behavior. The third component of this belief interacts and be a decisive intention that determines a person’s behavior. In a study of the influence of the attitudes and intentions of customers in using express delivery services, the proposed research model as follows: 2.1.Product Quality Positively Influence on Attitude

　Customers use express delivery services for reasons of timeliness submissions (Kannan & Tan, 2002; Cakravastia & Takahashi, 2004), at competitive prices (Bienstock & Royne, 2010; Rahman, 2006; Mentzer et al., 2007) reliable, safety and shipment security (Oxford Economic Forecasting, 2009). Parasuraman et al. (2005); Goode & Harris (2004) said that service quality is a significant predictor of attitudes (Cronin & Taylor, 1992) affects intention to behave. Indicate that intentions better than customer’s attitude towards products / services quality. The degree of intent describes customer state while attitude is perceived by degree assessment of products / services quality provided by providers. In accordance opinions by Fawcett et al. (1996); Colonna (1997) about product quality attributes this study used the Global Express Association Standard (2015), namely: Global Reach; Reliability; Transparency; Speed and Security are predicted to affect positive attitude. Based on these results, products / services quality included in model and proposed the first hypothesis as follows: H1: Product quality positively influence attitude to use express delivery services.

　2.2.Price Reasonableness Positively Influence on Attitude

　Price is an important variable for positive attitudes toward express delivery services formation. Prices give positive or negative consumer perception (Zeithaml, 1988; Gerrard & Cunningham, 2004) to assess a product, both products services, and goods. Colgate & Hedge (2001) conclude behavioral effect on the price of customer attitudes about products / services (Peng & Wang, 2006) price (expensive) and pricing policy cannot be trusted. Based on Imran et al. (2010) studied price reasonableness will be assessed by a customer in accordance with service quality, both significantly with a positive attitude. Different studies Chitty et al. (2007) high-quality services would be considered good even pay more expensive than low-quality services so that services (Rahman, 2006; Mentzer et al., 2007) is difficult to reposition price. Based

　on the research above, following hypothesis is advanced: H2: Price reasonableness positively influence attitude to use express delivery services. 2.3.Brand Image Positively Influence on Attitude

　Based on research Aaker (2004); Anisimova (2007); Blomback & Axelsson (2007); Martenson (2007); Da Silva & Syed Alwi (2008) explained that brand image is customer attitudes perception when considering a particular brand, an image can be brand assured. The brand image role elaborating memories, belief and preference of customer’s attitude toward a brand (Hsieh et al., 2004; Karampour & Ahmadinejad, 2014). Keller & Lehmann (2003) explain that brand image and attitude affect customer’s intention. Nguyen & LeBlanc (1998) indicated attitude is more influential than a brand image on intention. Hsieh et al. (2004) indicate the company’s brand perception big influence on buying behavior. Noted that brand image positively influence attitude and intention to use a particular product. Vahid & Aidin (2012) indicating that it cannot predict actual behavior of products / services selection, due to various reasons, particularly situational reasons. Based on research above, following hypothesis is advanced: H3: Brand image positively influence attitude to use express delivery services.

　2.4.Attitudes Influence on Intentions

　Attitude consistently affect on intentions (Tarkianen & Sundqvist, 2005). Customers’ positive attitude tends to realize intention (Ajzen, 1991). Based on research (Rosenberg & Hovland, 1995; Fishbein & Ajzen, 2010) attitude predisposes behavior. A multi-dimensional as hierarchical sequence model of cognitive, affective and conative (Rosenberg & Hovland, 1995). Chang (2011) is used to determine attitude effect by intention. Focus of this study aims to describe the model predictions about attitudes and intentions on express delivery services are to explain individual’s desire degree to determine attitude on express delivery services customer. Based on research Anoraga (2000) indicate intention based on experience and motivational factors influence behavior (Ajzen, 2001). Intention described attitude directing behavior and subjective norms and refers to individual’s perception that benefits against certain behaviors (Werner, 2004) and increasing the intention to use the services. Results of research Webb & Sheeran (2006) indicate that the intention is the determinant of behavior, in addition to the PBC can predict directly to behavior or mediate relationship between intention and behavior. Based on these studies proposed hypothesis therefore is: H4: Attitude to use express delivery services mediates the relationship between product quality, price reasonableness, and brand image on customer’s intention to use express delivery services. Based on these descriptions, research model on attitudes and intentions customers using express delivery services in Jakarta this basic framework can be arranged as shown in Figure 1 as follows:

　 Figure 1. The conceptual model

　 3.Methods

　The results are justified scientifically from source and truth, and then research methods are designed to provide a clear and structured basis instruments used to test a hypothesis. In order to achieve these objectives, this chapter will discuss scope, sampling techniques, operational definition and measurement of variables, and statistical methods. 3.1.The Scope of Research

　This study was designed as an exploratory research to explain a phenomenon (Maholtra, 2007). The research was conducted in Jakarta using survey techniques and data collected are cross-sectional. 3.2.Sampling Techniques

　The target population in this study is customers who intend to choose express delivery service for shipments / packages / documents in Jakarta chosen as study setting are expected to limit a scope of study so that results are relatively homogeneous. Non-probabilistic sample taken with following criteria: (1) sample must have knowledge of courier / courier service / mail / express delivery services intended use; (2) Sample never use a delivery service and intend to use express

　delivery service at PT. Nugraha path Ekakurir (JNE) during August to October 2015. The determined number of samples of 100 respondents, thus meeting the minimum eligibility criteria for consideration data analysis aspects of Structural Equation Model / SEM (Hooper et al., 2008).

　3.3.Operational Definition and Measurement of Variables 3.3.1.Product Quality Product quality is defined as an individual’s perception of product superiority (Aaker, 1997). In this study variable product quality adopted from Global Express Association (2015). Product quality variable was measured with dimension (a) Global Reach (knowing its wide range) measured using five indications: (1) unlimited range; (2) reach to all corners; (3) a broad range; (4) reach to corner and (5) spread range; (b) Reliability (knowing of reliable service) were measured using five indications: (1) timely service; (2) reliable services; (3) consistent; (4) tested services; (5) ministry assured. ; (c) Transparency was measured using five indications: (1) service is transparent; (2) service is open; (3) services are easily tracked; (4) service is easily detected and (5) explicit service. (d) Speed (fast delivery) was measured using 5 indications (1) fast delivery; (2) timely delivery; (3) delivery smoothly; (4) delivery efficient and (5) delivery reliable. (e) Security was measured using five indications: (1) safe delivery; (2) delivery is guaranteed; (3) are not damaged; (4) shipment is not lost, and (5) shipments protected. Each item was measured using a 5-point Likert scale from strongly disagree to strongly agree. 3.3.2.Reasonableness Price

　Price is defined as an individual’s quality perception. The price factor is a sacrifice that must be paid to get some product type (Zeithaml, 1988; Rahman, 2006; Mentzer et al., 2007). This variable was measured by using 5 price reasonableness indicators (Karampour & Ahmadinejad, 2014): (1) reasonable rates; (2) reasonable rates; (3) affordable rates; (4) reasonable rates, and (5) usual fare. Each item was

　measured using a 5-point Likert scale from strongly disagree to strongly agree.

　3.3.3.Brand Image

　Based on the earlier studies, the researcher determined that this variable was measured by using brand image attributes. Brand image is elaborating memories, beliefs and preferences of customer’s attitude toward a brand. So the brand image is measured using 5 indications (Hsieh et al. 2014): (1) popular brands image (2) superior brand image. (3) a good brand image. (4) brand image has a good reputation. (5) brand image has a good impression. Each item was measured using a 5-point scale Linkert from strongly disagree to strongly agree. 3.4.Positive Attitude towards Express Delivery Services

　Attitude is defined as a degree of evaluation like or dislike of a person against an object or product (Ajzen, 1991). This means that if a customer has a positive attitude towards a product, the customer tends to manifest intention. Attitude measure multi- dimensional (Rosenberg & Hovland, 1995) as a construct in a hierarchical manner described through a cognitive, affective and conative sequence. In this study, express delivery services attitude is measured by using a 5 attitude indications, namely: (1) Glad to express delivery services; (2) Likes to express delivery services; (3) excited to express delivery services; (4) Happy on the existence of express delivery services, and (5) Think positive to express delivery services. Each item was measured using a 5-point Likert scale from strongly disagree to strongly agree. 3.5.Intention to use Express Delivery Services

　Intention to use express delivery services (Fishbein & Ajzen, 2010) is measure of confidence, motivation; attitudes to direct behavior, subjective norm; intention to act, and perception of behavioral control. This variable was measured by using 5 indications: (1) It will use express delivery services; (2) Want to use express delivery services; (3) Tendency to use express delivery services; (4) Willingness to use to use

　express delivery services; (5) Regarding use of these services in the future. Each item was measured using a 5-point Likert scale from strongly disagree to strongly agree.

　4.Conclusion

　Influence between variables in structural equation modeling, in general, does not support the results of previous studies, such as product quality and price reasonableness is not consistent with the study (Cronin & Taylor, 1992) that product quality perceived and services are predictors of positive attitudes and behavior intention antecendent subscribers. The findings further showed no consistent also with findings (Keaveney, 1995; Colgate & Hedge, 2001) that price reasonableness influence positive attitude customers. However, results of studies on price reasonableness in line with (Mittal et al., 1998; Karampour & Ahmadinejad, 2014) studies indicating price does not affect customer’s purchase intention. The findings indicate that brand image positively influences attitudes. These results support previous studies (Aaker, 2004) that quality perception shows superior differentiation of products or services and customers to the brand and think selectively used services. These results are consistent findings (Hsieh et al., 2004; Karampour & Ahmadinejad, 2014) that brand image elaborating memories, beliefs and preferences of customer’s attitude toward a brand, then brand image and perception of corporate image influence on intention and purchase behavior brand, in line with studies (Blomback & Axelsson, 2007; Ogba & Tan, 2009; Matthiesen & Phau, 2010) brand image influence positive customers attitude. Good customer perception will appear when the brand has a unique advantage / superior, good reputation, popular, nice and provide the best service (Aaker, 1997; Kotler & Keller, 2012). This shows brand image directly describes product quality. The study showed mediating role attitudes towards an intention to use express delivery services to sharpen study (Rosenberg & Hovland, 1995) that a construct of

　cognitive, affective and conative able to explain desire individuals to determine a positive attitude. Construction positive attitude (Ehigie, 2006) is a critical factor closely related to customer expectations, perceived services quality. Similar findings (Donio et al., 2006; Brunner et al., 2008) which affect-laden of a brand that a positive attitude will enhance customer intention to use express delivery services.

　中文译文：

　客户为何打算使用快递服务

　摘要

　本研究的目的是更好地了解产品质量、价格合理性、品牌形象和态度对客户意向的影响。本研究以四个研究问题为指导：什么样的产品质量对使用快递服务的态度有积极的影响？什么样的价格合理性对使用快递服务的态度有积极的影响？品牌形象对快递服务有哪些积极影响？影响快递服务使用意向的有哪些积极态度？采用的方法是对 100 位客户进行调查，并与快递服务运营商进行深入访谈。访谈和调查于 2015 年 8 月至 10 月进行。本研究使用 SEM 技术进行数据分析。结果表明，产品质量、价格合理性与态度之间不存在相关关系。此外，品牌形象对态度具有影响力。客户对产品质量、价格合理性和品牌形象的态度对客户意向具有中介作用，这为客户意向的影响因素提供了新的视角。本研究为理解品牌形象效应及其属性提供了独到的见解，无论是直接的还是通过态度来确定客户意向。

　关键词：产品质量，价格合理性，品牌形象，态度，客户意向

　1. 简介

　竞争优势可能取决于市场导向，这意味着需要培养导致客户感知卓越价值 的行为。市场导向意味着客户的需求，并提供满足客户需求的解决方案和服务， 这就要以客户为导向。将对快递服务的态度和意向作为客户导向的一部分,是一个值得研究的问题。之前的研究表明，与快递服务相关的态度和意向模型不一致（Li 和 Petrick，2008）。这是因为每项研究都是基于对象和不同的设置。这些条件为设计一个能够详细阐述有待观察的现象的替代模型提供了机会。

　该模型基于五个变量构建：产品质量，价格合理性，品牌形象和态度，以及解释其对使用快递服务的意向的影响。因此，个体行为意向的预测模型可以

　解释如下：需要检查产品质量，因为这些变量有效地影响客户态度（Stank 等， 2003；Richey 等，2007；Rafid 和 Jaafar，2007）。然而，Mentzer 等人 （2001）关于影响客户行为和产品质量服务的不同研究结果表明，由于个体心理的影响，客户对产品质量的感知具有很强的相对性和多变性。

　1.1. 问题陈述

　概念化的变量有待研究，即：产品质量、价格合理性、品牌形象和态度影响使用快递服务的意向。为了鼓励实践，本研究提出了以下问题：产品质量是否对使用快递服务的态度有积极的影响？什么样的价格合理性对使用快递服务的态度有积极的影响？品牌形象对快递服务有哪些积极影响？影响快递服务使用意向的有哪些积极态度？ 1.2. 研究目的

　本研究的总体目的是考察产品质量、价格合理性、品牌形象和态度对意向 的影响。特别是，本研究旨在研究产品质量积极影响态度；价格合理性积极影 响态度；品牌形象积极影响态度；以及态度积极影响客户使用快递服务的意向。

　 1.3. 研究贡献

　本研究的贡献在于提供一种更全面的新方法，即对产品质量、品牌形象、价格合理性和态度等方面进行详细阐述，以评估其对客户使用快递服务意向的重要性程度；有助于管理科学。特别是要了解产品质量、价格合理性、品牌形象、态度等因素对客户使用快递服务意向的影响程度。然后，指出客户对快递服务公司的意向变化最大的主要因素，这将有助于决策者对企业营销服务进行重大和合理的改革；在客户使用快递服务的意向上以客户为导向。研究结果将填补理论上的空白，以探究决定客户使用快递服务和主流化的态度在营销服务中的作用。

　2. 研究框架和假设

　用于评估客户态度和意向影响的方法是 Fishbein 和 Ajzen 的理性行为理论 （2010）以及 Ajzen（2001）开发的计划行为理论，其中将感知的行为控制作为行为意向的决定因素。客户行为意向的维度主要由三个因素决定：一个人对行为的态度、对行为的社会压力程度和对行为控制的接受程度。这种信念的三个组成部分相互作用，并成为决定一个人行为的决定性意向。在研究客户对使用快递服务的态度及意向的影响时，拟议的研究模式如下：

　2.1. 产品质量对态度的积极影响

　客户使用快递服务是为了及时交货（Kannan 和 Tan，2002；Cakravastia 和 Takahashi，2004），价格具有竞争力（Bienstock 和 Royne，2010；Rahman，2006；Mentzer 等，2007），可靠、安全和运输保障 （牛津经济预测，2009）。Parasuraman 等（2005）、Goode 和 Harris（2004）表示，服务质量是态度的重要预测因素（Cronin 和 Taylor，1992），影响行为 意向。表明意向优于客户对产品/服务质量的态度。意向程度描述了客户的状态， 而态度则通过对供应商提供的产品/服务质量的程度评估来感知。根据 Fawcett 等（1996）、Colonna（1997）的观点；关于产品质量属性的研究使用了全球快 递协会标准(2015)，即：全球范围；可靠性；透明度；速度和安全性，预计会影响积极的态度。在此基础上，将产品/服务质量纳入模型，并提出了第一个假设：

　假设 1：产品质量对使用快递服务的态度有积极影响。

　2.2. 价格合理性对态度的积极影响

　在对快递服务态度的形成中，价格是一个重要变量。价格会给客户造成积极或消极的认知，客户用价格来评估产品、服务和商品 （Zeithaml，1988；Gerrard 和 Cunningham，2004）。Colgate 和 Hedge（2001）总结了客户对产品/服务态度的价格行为影响。价格（昂贵）和定价政策是不可信的（Peng 和 Wang，2006）。基于 Imran 等人(2010)所研究的价格合理性将由客户根据服务质量进行评估，两者都以积极的态度显著。Chitty 等（2007）的不同的研究指出，高质量的服务被认为是好的，甚至比低

　质量的服务更贵，因此服务很难重新定位价格（Rahman，2006；Mentzer 等， 2007）。基于上述研究，提出以下假设：

　假设 2：价格合理性对使用快递服务的态度有积极影响。

　2.3. 品牌形象对态度的积极影响

　根据 Aaker（2004）、Anisimova（2007）、Blomback 和 Axelsson（2007）、 Martenson（2007）、DaSilva 和 SyedAlwi（2008）等人的研究，品牌形象是客户在考虑特定品牌时的态度感知，形象可以是品牌保证。品牌形象的作用阐述了客户对品牌态度的记忆、信念和偏好（Hsieh 等，2004；Karampour 和Ahmadinejad，2014）。Keller 和 Lehmann（2003）解释说，品牌形象和态度会影响客户的意向。Nguyen 和 LeBlanc（1998）指出，态度比品牌形象对意向的影响更大。Hsieh 等（2004）表明，公司的品牌认知对购买行为影响很大。注意到品牌形象对使用某一特定产品的态度和意向有积极的影响，Vahid 和Aidin（2012）指出，由于各种原因，特别是情境原因，无法预测产品/服务选择的实际行为。基于上述研究，提出以下假设：

　假设 3：品牌形象对使用快递服务的态度有积极影响。

　2.4. 态度对意向的影响

　态度始终影响意向（Tarkianen 和 Sundqvist，2005）。客户的积极态度倾向于实现意向（Ajzen，1991）。根据研究（Rosenberg 和 Hovland，1995；Fishbein 和 Ajzen，2010），态度决定行为。Rosenberg 和 Hovland（1995）提出了一个认知、情感和意向的多维层次序列模型。Chang（2011）用意向来确定态度效应。

　本研究的重点在于描述关于快递服务的态度和意向的模型预测，以解释个 体对快递服务客户的期望程度，从而确定客户对快递服务的态度。根据研究， Anoraga(2000)指出，基于经验和动机因素的意向影响行为(Ajzen，2001)。意 向描述了态度指导行为和主观规范，指的是个体对某些行为有益的感知(Werner, 2004)，并增加了使用服务的意向。Webb 和 Sheeran（2006）的研究结果表明， 意向是行为的决定因素，除了个人绩效承诺外，还可以直接预测行为或调解意

　向与行为之间的关系。因此，根据这些研究提出的假设是：

　假设 4：对使用快递服务的态度，调解了产品质量、价格合理性和品牌形象与客户使用快递服务的意向之间的关系。

　基于这些描述，客户在雅加达使用快递服务的态度和意向的研究模型这个基本框架可以如图 1 所示：

　 图 1.概念模型

　 3. 方法

　从来源和事实两个方面对研究结果进行科学论证，然后设计研究方法，为检验假设提供一个清晰和结构化的基础工具。为了实现这些目标，本章将讨论研究范围、抽样技术、操作定义和变量测量，以及统计方法。

　3.1. 研究范围

　本研究是为了解释一种现象而设计的探索性研究(Maholtra，2007)。这项研究是在雅加达进行的，使用的是调查技术，收集的数据是横断面的。

　3.2. 抽样技术

　本研究中的目标人群是打算选择雅加达货运/包裹/文件的快递服务的客户， 他们被选定为研究背景，预计将限制研究范围，使结果相对一致。非概率抽样

　的标准如下：(1)样本必须了解速递/速递服务/邮件/快递服务的预期用途；(2) 样本从未使用过快递服务，并打算 2015 年 8 月至 10 月期间在 PT. Nugraha path Ekakurir (JNE)上使用快递服务。确定了 100 名受访者的样本数量，从而满足结构方程模型/SEM 的考虑数据分析方面的最低资格标准（Hooper 等， 2008）。

　3.3 操作定义和变量测量

　3.3.1 产品质量

　产品质量被定义为个人对产品优势的看法（Aaker，1997）。本研究采用全球快递协会（2015）的产品质量变量。用以下五个指标衡量产品质量变量：(A) 全球范围(知道其范围很广)，有五个指标衡量：(1)无限范围；(2)覆盖所有角 落；(3)范围广泛；(4)延伸到角落；(5)扩展范围。(B)可靠性(知道可靠的服务)， 有五个指标衡量：(1)及时服务；(2)可靠服务；(3)一致性；(4)测试服务；(5) 政府担保。(C)透明度，有五个指标衡量：(1)服务透明；(2)服务开放；(3)服 务易于跟踪；(4)服务易于检测；(5)明确服务。(D)快速交付，有五个指标衡量：

　(1)快速交付；(2)及时交付；(3)交付顺利；(4)交付高效；(5)交付可靠。(E) 安全性，有五个指标衡量：（1）安全交付；（2）保证交货；(3)货物没有损坏； (4)货物没有丢失；(5)货物受到保护。每一项都用 5 点 Likert 量表来衡量，从强烈的不同意到强烈的同意。

　3.3.2. 合理价格

　价格被定义为个人对质量的感知。价格因素是为了获得某种产品类型而必须付出的代价(Zeithaml，1988；Rahman，2006；Mentzer 等，2007)。该变量通过使用 5 个价格合理性指标来衡量（Karampour 和 Ahmadinejad，2014）：

　（1）价格合理；（2）费率合理；（3）价格实惠；（4）利率合理；（5）票价普通。每一项都用 5 点 Likert 量表来衡量，从强烈的不同意到强烈的同意。

　3.3.3. 品牌形象

　基于早期的研究，研究人员确定了该变量是通过使用品牌形象属性来衡量的。品牌形象阐述了客户对品牌态度的记忆、信念和偏好。所以品牌形象是用

　5 个指标来衡量的（Hsiehetal.2014）:(1）品牌形象流行；（2）品牌形象卓越；（3）品牌形象良好；（4）品牌形象有好口碑；（5）品牌形象有好感。每一项都用 5 点 Likert 量表来衡量，从强烈的不同意到强烈的同意。

　3.4. 对快递服务的积极态度

　态度被定义为一个人对某个对象或产品的评价程度，喜欢或不喜欢 （Ajzen，1991）。这意味着，如果客户对产品有积极的态度，客户往往会表现出意向。态度测量多维是一种通过认知、情感和意向的顺序描述的层次结构 （Rosenberg 和 Hovland，1995）。

　本研究以 5 种态度指标衡量快递服务态度，即：（1）乐于快递服务； （2）喜欢快递服务；（3）热衷于快递服务；（4）对快递服务的存在感到高兴； （5）对快递服务持积极态度。每一项都用 5 点 Likert 量表来衡量，从强烈的不同意到强烈的同意。

　3.5. 使用快递服务的意向

　意向使用快递服务是信心、动机的衡量（Fishbein 和 Ajzen，2010）；是对直接行为的态度、主观规范；是行为意向和行为控制的感知。该变量通过使用 5 个指标来衡量：（1）将使用快递服务；（2）希望使用快递服务；（3）倾向使用快递服务；（4）愿意使用快递服务；（5）今后使用这些服务。每一项都用 5 点 Likert 量表来衡量，从强烈的不同意到强烈的同意。

　4. 结论

　结构方程模型中各变量之间的影响一般不支持以往研究的结果，如产品质量和价格合理性与 Cronin 和 Taylor（1992）的“产品质量感知和服务是积极态度和行为意向的预测因素”这一观点不一致。关于价格合理性的调查结果与Keaveney（1995）、Colgate 和 Hedge（2001）的观点“价格合理性影响客户的积极态度”也不一致。然而，价格合理性研究的结果符合 Mittal 等（1998）、 arampour 和 Ahmadinejad（2014)的研究结果，即价格不影响客户的购买意向。

　研究结果表明，品牌形象对态度有积极影响。这些结果支持了之前的研究 （Aaker，2004），质量感知表现为产品或服务的卓越差异化和客户对品牌的卓越差异化，并有选择地思考使用的服务。这些结果与 Hsieh 等（2004）、 Karampour 和 Ahmadinejad（2014）的发现一致，即品牌形象阐述了客户对品牌态度的记忆、信念和偏好，然后品牌形象与企业形象感知对品牌意向和购买行为的影响，与 Blomback 和 Axelsson（2007）、Ogba 和 Tan（2009）、 Matthiesen 和 Phau（2010）的研究一致，品牌形象影响积极的客户态度。当品牌具有独特的优势/优越、良好的声誉、受欢迎、友好，并提供最佳服务时，将会出现良好的客户感知（Aaker，1997；Kotler 和 Keller，2012）。这表明品牌形象直接描述了产品质量。

　该研究表明，对使用快递服务的态度对使用快递服务的意向起到了中介作用，与 Rosenberg 和 Hovland（1995 的研究一致，即认知、情感和意向的构造能够解释欲望个体确定积极态度。保持积极态度（Ehigie，2006）是与客户期望、感知服务质量密切相关的关键因素。类似的调查结果（Donio 等， 2006；Brunner 等，2008）指出，影响了品牌的积极态度，这将增强客户使用快递服务的意向。

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