e-服务质量决定因素与测量模型研究

The Dimensions of e-Service Quality and its Measuring Model

本文根据传统环境下的SERVQUAL模型、技术采用模型和自服务技术理论,识别出了e 服务质量的决定因素,并提出研究模型及相应的假设。实证检验结果表明:信任、易用性、反应性和可靠性是e 服务质量的决定因素。其中,信任的影响作用最大,其次是易用性、反应性,可靠性的影响较小。在此基础上,明确了每个因素的测量项目,建立了测量模型。

According to the SERVQUAL model used in traditional setting, technology adoption model(TAM) and self-service technology(SST), determinants of e-service quality are identified, and a research model is developed, then the hypotheses are put forward. The results show that trust, ease of use, responsiveness and reliability are determinants of e-service quality, and among them trust has the most important affection on e-service quality. And ease of use and responsiveness are very important, too. While reliability is less important than other three dimensions. Most of the hypotheses are supported in this study. Based on the dimensions of e-service quality, the indexes of every dimension are identified and the measuring model is built.