摘要
电商服务质量与产品销售页面呈现的信息对消费者的网络购买决策具有越来越重要的影响。本文主要关注了国内最大B2C电商平台——天猫商城产品销售页面上反映电商服务质量的五个指标维度:"描述相符"、"服务态度"、"发货速度"、"退款速度"、"纠纷退款比例",探索电商服务质量类在线观察学习信息对电子类产品销量的影响,以及这些影响如何分别受到产品市场年龄与页面位置的调节。研究发现:五个电商服务质量指标维度中,只有"描述相符"与"纠纷退款比例"在线观察学习信息对产品销量具有显著影响;产品市场年龄与页面位置仅分别对"纠纷退款比例"在线观察学习信息的产品销量影响具有显著的调节效应,且该在线观察学习信息对市场年龄较短或页面位置靠前的产品销量影响更大。
E-commerce service quality （e-SQ） and information shown on product sales pages have more and more im- portant effects on consumers＇ online purchase decisions. This paper mainly concerns five index dimensions of e-SQ on product sales pages from the largest B2C e-commarce platform named Tmall. coin： ＂description consistency＂, ＂service attitude＂, ＂delivery speed＂, ＂refund speed＂ and ＂dispute refund proportion＂, explores the impact of online observa- tional learning （0L） information reflecting e-SQ on electronic product （such as notebook and tablet PC） sales, and how these effects are moderated by product market age and page location, respectively. Through an empirical analysis based on a panel data with span of nearly half a year, the paper finds that among five e-SQ index dimensions mentioned above, the online 0L information only reflecting ＂description consistency＂ and ＂dispute refund proportion＂ have significant effects on sales performance; product market age and page location can only significantly moderate the effect of the online 0L information reflecting ＂dispute refund proportion＂ on sales performance, respectively, and the magnitude of this effect is larger when product market age is shorter or page location is higher.
出处
《商业研究》
CSSCI
北大核心
2016年第3期113-123,共11页
Commercial Research
关键词
电商服务质量
在线观察学习
两交互模型
e-commerce service quality
online observational learning
two-way interaction model
