电子服务质量与大学生网购满意度关系的实证研究

An empirical study on the relations between E-service quality and online shopping satisfaction of college students

在回顾国内外相关文献的基础上,构建了适合于网上购物顾客满意度研究的概念模型。以在校大学生为研究对象,选择淘宝商城作为调查网站,以实地问卷调查的方式获取研究数据,运用结构方程模型的PLS建模方法验证了模型中提出的多重假设关系。通过研究得出以下结论:电子服务质量对顾客信任、感知价值、顾客满意和顾客忠诚有积极显著的影响;顾客信任和感知价值是电子服务质量影响顾客满意和顾客忠诚的过渡环节;顾客满意是形成顾客忠诚最直接的因素。

Based on a review of relevant literature at home and abroad, this study constructed a conceptual model for the online shopping customer satisfaction research. It chose college students as the subject and taobao mall as the survey website, and obtained research data with questionnaires. The study used Partial Least Squares modeling method of the structural equation model to verify multiple assumption relations put forward in the structure model. The results show： E-service quality has significantly positive effect on customer trust, perceptive value, customer satisfaction and customer loyalty; Customer trust and perceptive value are the transition links in the process of E-service quality influencing customer satisfaction and customer loyalty ; Customer satisfaction is the most direct factor on customer loyalty.