基于SERVQUAL的消费者网上重复购物行为研究被引量：15

Research on Online Consumer Repeat Purchase Behavior Based on SERVQUAL

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摘要网站的服务质量(特别是售后服务质量)将决定消费者是否再次到该网站购物,已有的研究重视网站的技术方面(如安全)对消费者购物行为的影响,较少关注网站服务的作用。基于服务质量的重要性,提出了基于SERVQUAL的消费者网上重复购物行为模型。研究结果发现,服务质量的核心构件——服务水平(包括可靠性、响应性、保证性)是影响消费者对网站信任及满意度并进而决定其网上重复购物动机的重要因素,可见性和移情性对消费者信任没有显著作用,但二者对满意度具有显著作用。 Website service quality, especially post-sales service quality will determine whether consumers will return to the site. Previous studies focus on the role of technology such as security in affecting consumer online behavior, while paying little attention to the effect of website service. Considering the importance of service quality, the paper presented online purchase behavioral model based on SERVQUAL. The results found that the core component of service quality was an important factor influencing consumers＇ trust and satisfaction with websites to further determine online repurchase intentions of consumers. Tangibles and empathy don＇t have significant influence on trust, but both factors obviously affected satisfaction.

作者周涛鲁耀斌

机构地区杭州电子科技大学管理学院华中科技大学管理学院

出处《管理科学》 CSSCI 2007年第3期61-67,共7页 Journal of Management Science

基金国家社科基金(06BJY101) 湖北省重点人文社科研究基地--现代信息管理研究中心资助

关键词服务质量网上重复购物满意度信任 service quality online repeat purchase satisfaction trust

分类号 C931.6 [经济管理—管理学]

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