Research on customer purchase behaviors in online take-out platforms based on semantic fuzziness and deep web crawler

Logistics service as an important key link between online take-out platform and offline users. Its quality directly affects customer service perception and experience, but also lead to the heart of the willingness of consumers to re-use. So a framework constructed for understanding logistics service quality on consumers’ behavioral psychology is focused on, suitable service encounter points (function encounter, the distributor encounter, service results encounter, word-of-mouth encounter have been identified from the literature and the connotation of service encounter in logistics service. In view of the limitations of traditional statistical analysis methods in dealing with Likert scale data and the fuzziness of scale evaluation grade, a combination of statistical analysis and fuzzy comprehensive evaluation is used to analyze the scale. Then combined with the logical connection between perceived value, customer satisfaction and behavioral psychology in the classic American Customer Satisfaction Index Model model, emotional attachment of platform as the adjustment variable. The findings indicate that the four encounter points of online take-out logistics service are positively related to customer purchase satisfaction and perceived value. Additionally, the most significant impact on the perceived value is the functional encounter and the distributor encounter, and the most significant impact on the customer satisfaction is the service results encounter and word-of-mouth encounter; platform emotional attachment positively regulates the positive correlation between perceived value/customer satisfaction and behavioral psychology. So this research extends the theory of service encounter to online delivery logistics service quality evaluation, which is a further expansion of the connotation of service encounter and provides the platform with suggestions to pay attention to the flaw of logistics service and improve service.