基于因子分析的B2C电子商务服务质量评价研究

Study on Evaluation of User Perceived Service Quality of B2C Electronic Commerce

对B2C电子商务服务质量进行评价,对于促进电子商务企业改进服务和提高绩效具有重要意义。然而,已有服务质量评价模型均无法很好满足当前我国B2C电子商务发展的需要。本文通过专家访谈、焦点小组和开放式调查,以及参考国外权威量表,经过预测试、探索性因子分析和验证性因子分析,从用户感知视角建立了B2C电子商务服务质量评价模型,包括安全便利性、商品质量保证性和互动性3个一级指标和14个二级指标。该评价模型指标含义明确、数量精简,实证结果表明具备较高的信度和效度,可用于我国B2C电子商务企业进行质量评价和改进。

The evaluation of service quality of B2C electronic commerce is crucial to improve service quality and organizational performance. However, the existing service quality evaluation model could not fit the requirement of Chinese e-commerce well. This paper develops a service quality evaluation model of B2C electronic commerce based on user perception after pre-tested, exploratory factor analysis and confirmatory factor analysis. The model consists of three first level indicators, i.e. safety ＆ convenience, commodity quality assurance and interaction and fourteen second level indicators. The model is concise and clear. Empirical analysis results show that it also has good reliability and validity. The model can be used to evaluate and improve service quality of Chinese e-commerce enterprises.