B2C移动电子商务服务质量评价体系研究

Research on Quality Evaluation System of Service Quality in B2C M-Commerce

随着B2C移动电子商务的快速发展,B2C移动电子商务的服务质量水平越来越受用户重视。准确认识到B2C移动电子商务服务质量存在的差距,才能推动服务质量的改善。基于PZB提出的SERVQUAL模型,采用探索性因子和验证性因子分析构建测量B2C移动电子商务服务质量的指标体系。通过实证分析,结果表明修正后的模型更适合B2C移动电子商务服务的特征,具有更合理的信度和效度,具有很大的实用价值。研究成果对其他行业服务质量的测量评价也具有相当的借鉴意义。

With the rapid development of M - Commerce, the level of service quality has aroused great attention from cus- tomers. To improve service quality, we should find the gaps of level in the B2C M - Commerce. In our study, the confirma- tory and exploratory factor analyses were conducted to assess the SERVQUAL instrument dimensionality, validity and relia- bility, and the SERVQUAL instrument was applied into the service quality of B2C M - Commerce. The results show that the new scale is more adapted to characters of B2C M - Commerce, and has better reliability and validity. The study also gives some useful insights for measuring service quality in other industries.