b2c电子服务质量分析——以在校大学生为例word格式论文.docxVIP

B2C 电子服务质量研究——以在校大学生为例摘要当前B2C电子服务越来越受到e-消费者的青睐；同时也越来越多的企业加入到B2C电子商务中。网络企业竞争激烈，e-消费者的需求也日益多样化和个性化。在这个虚拟环境中企业只有不断提高自己的竞争力，培养忠诚的消费者，才能在全球化、网络化的时代立于不败之地。提高服务质量是提升网络企业竞争力的有效途径之一。而在目前国内外对在线电子服务质量的研究仍处于起步阶段。研究成果也主要集中在国外。本研究以SERVQUAL和E-S-QUAL两个经典的模型为基础，将B2C电子服务质量分为有形性、可靠性、可信性、互动性和移情性等5个维度，同时采用调查法利用结构方程模型探讨各个维度对消费者满意、信任和忠诚之间的影响。研究发现，B2C电子服务质量对消费者满意、信任和忠诚有显著直接或间接影响。但是B2C电子服务质量的各个维度对消费者满意、信任和忠诚的影响有所差异。同时发现消费者满意对消费者信任和忠诚有直接或间接显著影响，消费者信任对消费者忠诚也产生显著影响。建议网络企业从B2C电子服务质量的5个维度入手，努力提高服务质量，最终建立消费者满意、信任和忠诚。关键词：B2C，电子服务质量，满意，信任，忠诚分类号：F273RESEARCHonB2CE-SERVICEQUALITYBASEDonSAMPLESoftheUNIVERSITYSTUDENTAbstractConsumersrelyincreasinglyonB2Csellersandserviceproviderswithgreaterpenetrationoftheinternet.AndmoreandmoreenterprisesarenowbeingB2Ce-serviceproviders.Withonlineenterprisescompetitiveande-consumersdemandforincreasinglydiverseandpersonalized,theycanbeinvinciblethroughimprovingtheircompetitivenessandcultivatingloyalcustomersinaglobalized, networked era. Quality of service is one of the effective way to improve thecompetitivenessofenterprises.Onlineelectronicservicequalityresearchisstillinitsinfancyathomeandabroad.Researchhasalsofocusedabroad.ThispaperistosetforthareliableandvalidmeansofmeasuringB2Ce-servicequalitybasedonSERVQUALandE-S-QUALtwoclassicalmodelsandtostudytheinfluenceofonlineservicequalityonconsumersatisfaction,trustandloyalty.Themostfrequentlycitedonlineservicequalityattributeswereutilizedtodevelopthesurveyquestionnaire.Anempiricalstudywasundertakentoverifyandtesttheconceptualmodel.Thisstudyadoptsstructuralequationmodeling(SEM)asthemainanalyticaltool.Last,thisisfollowedbyanexaminationofthevalidationprocessesoftheconstruct.ThevalidationprocessesofscalesuggestedthatB2Ce-servicequalityisfivedimensions:reliability,tangibles,communication,assuranceandempathy.B2Ce-servicequalityislinkedtoconsumersatisfaction,trust,andloyalty.Buteachdimensionhasdifferentimpactonsatisfaction,trust,andloyalty.Moreover,consumersatisfactioninfluencesconsumertrustandloyalty;consumertrustinfluencesconsu