服务质量对网店绩效与价格、信用关系的调节作用研究——基于淘宝数据的实证分析-企业管理专业论文.docx

II II MODERATING EFFECTS OF SERVICE QUALITY ON THE RELATIONSHIP BETWEEN PRICE, CREDIT AND ONLINE STORES’ PERFORMANCE -——AN EMPIRICAL ANALYSIS BASED ON TAOBAO DATA ABSTRACT In recent years, Chinas online retail market transactions increasing more and more, online shopping has been integrated into many peoples lives, along with the rapid development of Chinese e-commerce market. In this context, scholars have begun to study the C2C online shopping. Many researches have been conducted, such as the factors that affect online store’s performance and online evaluation system, Etc. However, different industries have different features, even if scholars study the same factors to the online store’s performance, they draw very different conclusions, make the effect of various factors to the performance uncertainty. In addition, the existing studies pay more attention to the causal relationship between the variables, but ignore the variables of mediating effect or moderating effect study. Based on the above perspective, this paper takes Taobao 3C digital shop as an example, and to study the impact on the performance of price and credit, which are the most important two factors of Taobao shop’s operation, as well as to discuss if the service quality have an significant moderating effect on the above-mentioned basic relationship. Based on previous researches, this paper presents the basic relationship assumptions and models between Taobao shop’s price, credit and performance, and builds a multi-group structural equation model by the group variable of the service quality. We collected Taobao’s transaction data to measure the four variables of price, credit, performance and quality, and then tested the reliability and validity of the variables by using Cronbach alpha coefficient and factor analysis. The results showed that the measurement indexes can reflect the variables better. In the process of verification, we first do the path analysis about the relationship model of prices,