旅游移动电子商务的感知服务质量评价研究——以携程网为例

Research on evaluation for perceived service quality of tourist M-commerce:A case study of Ctrip

提升用户的感知服务质量对于建设旅游移动电子商务平台有着重要意义。文章在综述感知服务质量相关文献的基础上,结合旅游移动电子商务的特点,从用户感知角度构建易用性、外观设计、有用性三维度的旅游移动电子商务感知服务质量评价体系,并以携程网为例进行实证分析。通过因子分析和模糊综合评价分析后发现,用户对携程移动端服务质量的感知评价结果接近于满意,其中,易用性在整个评价体系中所占比重最大且综合评分最高,而外观设计则较为不重要,有用性综合评分最低且低于总体评价水平。

Improving the level of evaluation of tourists, perceived service quality is vfor tourism M - commerce platform construction. This paper mainly uses the research methods of litera-ture review and questionnaire survey. Based on the related theory and the unique characteristics of M -commerce, it takes Ctrip as the case study and builds an index service quality, including 3 measurement dimensions： ease of use, appearance design and usefulness. The paper makes use of the established evaluation system and adopts the method of factor analysis andfuzzy comprehensive evaluation. The results showthat tourists are basically content with Ctrip’s M -commerce service quality on the whole, of which ease of use constitutes composite score is the highest in the whole evaluation system, while appearance dsign is minor impor-tant and usefulness composite score is the lowest and it is lower than the overall evaluation levvl.