C2C电子商务服务质量评价实证研究——基于中国C2C市场的问卷调查

Empirical Study on the Evaluation of E-service Quality in C2C E-commerce——Based on the Survey of Chinese C2C Markets

借鉴B2C网上零售市场相关研究成果,设计C2C交易市场电子服务质量评价调查问卷,通过对中国C2C交易市场网上购物用户问卷调查,采用探索性因子分析法得到消费者评价C2C网站和卖家电子服务质量的关键因子维度。其中,C2C网站服务质量评价维度包括安全与隐私、网站设计质量、信息内容质量、网站补偿性、系统可靠性和愉悦性6个因子;C2C卖家服务质量评价维度包括卖家补偿性、客户服务、配送准确性和配送准时性4个因子。研究结果对C2C交易网站和网上卖家提高服务质量具有一定的决策借鉴意义。

This study refers to the evaluation scales of e-service quality in the B2C online retail markets and designs a questionnaire of e-service quality evaluation in C2C markets. This study carries out questionnaire survey to the online shopping users in the Chinese C2C markets, and uses the exploratory factor analysis to obtain the key factor dimensions of the consumer evaluation of e-service quality about C2C websites and sellers. The impact factors of C2C website service quality include security and privacy, website design, web- site content quality, information quality, system reliability, website compensatory and enjoyment; The impact factors of C2C seller service quality include seller compensation, customer service, delivery accuracy and delivery on time. The results of this study provide some certain decision references for the C2C websites and Internet sellers to improve service quality.