基于决策过程的电子服务质量评价研究——以旅游网站为例

Research on the Evaluation of E-service Quality Based on Decision Process:An Example From E-travel Websites

以消费者的决策过程作为切入点,研究消费者如何对网站的电子服务质量进行评价;构建了包括购前、消费、购后评价三阶段共16个指标的动态评价模型,并运用结构方程模型的方法对179份有效问卷样本进行了路径分析。研究表明三阶段的因子划分是有效的,共同决定了最终感知的服务质量,其中购前阶段的直接影响最大;消费阶段间接影响显著,对购前阶段的修正效果明显;购后评价阶段影响相对较小,但不可忽视。

Improving the service quality is becoming one of the effective strategies for E - commerce websites to implement the differentiation because of the high cost of the price war and consumer＇s increasing requirement to the consumption experience. This paper is mainly to find out how consumers evaluate an E -travel website＇ s service quality. It picks consumer＇s decision -making process as a point cut, and constructs a dynamic model of pre - purchase, consumption, post - purchase stage including 16 indicators. To validate the model, the paper uses the Structural Equation Modelling methods to conduct the path analysis across 179 samples of the questionnaire, and indicates ： 1 ） the factor division of three stages is significant; 2） the pre - purchase stage contributes the biggest direct affect to the final perceived service quality; 3 ） the consumption stage contributes the biggest indirect affect which means the adjustment effect to pre -purchase stage is significant; 4 ） the affect of post - purchase stage is relatively small, but can＇ t be ignored.