网络消费者行为与电子商务服务质量关系研究精选.doc

■0 马 ? ? 名 姓 ：京交通大学 硕士学位论文 网络消费者行为与电子商务服务质量关系研究 申请学位级别：硕士 专业：管理科学 导教师：朱兵ABSTRACT ABSTRACT: With the Internet age and era of service economy, customers are no longer stay in the pursuit of the low-priced level, but more and more concCTned about the quality of service. Thus, to get the advantage in the competitive market, e-commerce businesses must pay more attention to the e-commerce services matched with commodities. This paper is to explore the relationship between the consumer behavior and e-commerce service quality, to study the evaluation of the quality of e-commerce services by the way of looking through the division of consumer groups. Researdi on tiiis issue will help enterprises for appropriate implementation of marketing strate^es in the appropriate time. Its expected that this research can help enterprises better for die development of e-commerce ^ market. In this paper, for the sake to be more comprehensive and innovative, the text carried out the research work in three phases around the relationship between the consumer and the e-commerce businesses. First of all, based on the existing literature and qualitative interviews with the networic of consumers, the paper assessment of e-commerce services as the core factors of services related to system reliability, efficiency, guarantee and the completion, afler-sales service related to responsiveness and compensatory, followed by a breakdown of the six properties came to the conclusion that a total of 31 measurement dimension, which to generate the initial questionnaire. Then, based on the data from questionnaires, variable reliability sample is analyzed by using statistical analysis software SASS, and 31 measviremaits of the initial questionnaire was revised to 28 measurements of the valid questionnaires. After improving the quality of the sample data, comes to the descriptive statistics analysis of the various dimensions of the attribute importance. Finally, based on the partition of consumers in