电子服务质量对顾客满意度影响的实证研究——以C2C模式为例

Empirical Study of Effects of E-service Quality on Customer Satisfaction in Context of C2C

将期望差异变量作为中间变量,根据相关理论构建了电子商务环境下服务质量对顾客满意度影响的概念模型并提出假设。以具有网上购物经验的消费者为数据收集对象,运用AMOS及SPSS软件对数据进行处理,结果表明:顾客的期望差异与满意度呈正相关;速度、安全性、移情性与期望差异不呈显著正相关;信息质量、易用性、网站设计、接触性、可靠性、响应性和服务补偿与期望差异呈显著正相关。电子商务平台及卖家应充分提高顾客对网站的感知质量水平,以达到提高顾客满意度的目的。

With the expectancy disparity variables serving as the intermediate variables, according to the relat- ed theories, the conceptual model of effects of e-service quality on customer satisfaction is constructed and a hypothesis is put forward under the environment of e-commerce service. We take consumers with online shop- ping experience as data collection targets and then use AMOS and SPSS statistical softwares to analyze the da- ta. The results are. there is a positive correlation between customersr expectancy disparity and their satisfac- tion, but speed, security and empathy are not significantly positively related to the expectancy disparity, while information quality, usability, web design, accessibility, reliability, response and service compensation are significantly positively related to the expectancy disparity. The sellers and e-commerce platforms should im- prove customersr perception of the websites to improve customer satisfaction.