B2C电子商务服务质量对钱包份额的影响

Impacts of Service Quality on Share of Wallet in B2C E-Commerce

对B2C电子商务服务质量各维度对钱包份额的影响进行了研究,在对钱包份额和服务质量相关文献进行总结和分析的基础上,建立了一个以电子服务质量各维度为前因变量、顾客满意为中介变量、钱包份额为结果变量的结构方程模型;通过问卷的方式进行实证研究;运用SPSS和AMOS软件进行数据分析和模型拟合,验证了电子服务质量各维度对钱包份额的影响及其通过顾客满意对钱包份额产生的间接影响。结果证明,电子服务质量的四维度均会通过顾客满意影响钱包份额,且有效性、履行性、响应性会对钱包份额产生显著的直接影响,而私密性则对钱包份额不存在直接影响。

The impacts of each service quality dimension on share of wallet in B2C （ Business to Customer ） e- commerce are examined. Based on the summary and analysis of relevant literatures on share of wallet and service quality, a structural equation model is proposed, which considers e-service quality as antecedent variable, cus- tomer satisfaction as mediating variable and share of wallet as outcome variable. Questionnaires are designed to implement empirical research, combined with SPSS and AMOS for data analysis and model fitting. Direct im- pacts of each service quality dimension and indirect impacts generated by customer satisfaction on share of wallet are verified. The results show that all of the four dimensions of e-service quality have indirect impacts on share of wallet through customer satisfaction. The dimensions of efficiency, fulfillment and responsiveness have significant direct impacts on share of wallet while privacy is not a direct influencing factor.