移动商务环境下虚拟产品服务质量评价体系研究

A Study on Evaluation System of Virtual Product Service Quality under the M-Commerce Environment

依据移动商务环境下虚拟产品服务的特点,提出了由移动性、可靠性、响应性、安全性、情感投入和补偿性等6个维度构成的移动商务环境下虚拟产品服务质量评价指标体系;并通过文献研究和专家咨询等方法对这些维度及其所包含的因素进行了系统论证。在此基础上依据层次分析法的步骤通过构建判断矩阵,进行一致性比例检验,计算指标权重和建立目标评价公式等最终构建了一个完整的移动商务环境下虚拟产品服务质量评价体系。研究结果对移动商家提高服务质量和实际服务质量评价均有积极的理论参考价值和实践意义。

Based on the characteristics of the virtual product service under the mobile commerce environment, the quality evaluation index system of virtual product service under the mobile business environment with six dimensions （mobility, reliability, responsiveness, security, emotional engagement and compensatory） was put forward; the systemic argtanentatian had been given to these dimensions and its containing factors in the system by the method of literature research and expert consultation. Based on the analytic hierarchy process steps by bnilding judgment matrix, consistency ratio inspection, calculating the index weight and es- tablishing the target evaluation formula, finally a complete quality evaluation system of virtual product service under the mobile business environment was built. The research results had positive theoretical reference value and practical significance to improve service quality and the actual service quality evaluation for the mobile business.