我国C2C电子商务服务质量影响因素分析

发布时间：2018-05-27 23:11

本文选题：享乐主义质量 + 功利主义质量　；参考：《山东理工大学》2011年硕士论文

【摘要】：随着网络基础设施以及物流业的完善,电子商务得到了迅速的发展,通过网络为顾客提供产品或者服务的电子商务交易模式孕育着巨大的发展潜力。能否将这种潜力充分地挖掘,很大程度上取决于在这种虚拟环境下,网上零售商满足消费者期望的能力。因此,如何提高电子商务服务质量成为了网上零售商面对的主要挑战。在我国电子商务发展过程中,C2C电子商务在网上购物市场的整体中占据非常大的比重,因为其认知度最广、参与度最大成为网上购物的主流模式。目前建立的C2C电子商务服务质量评价模型,主要考察服务质量的功利主义维度,对享乐主义维度的考察不够重视。因此,本文建立了一个添加享乐主义质量维度的C2C电子商务服务质量评价模型,探讨电子商务服务质量中的功利主义影响因素和享乐主义影响因素,以及各因素对服务结果的影响。本文对C2C电子商务服务质量影响因素以及如何评价电子商务服务质量进行了深入地分析,有利于更加有效地改善C2C电子商务的服务质量,提高电子商务供应商的竞争优势。本文首先对电子商务服务质量、影响因素以及电子商务服务质量的评价等相关理论进行了系统地回顾和相关文献的梳理,提出了一个更加完善的服务质量评价模型。本文利用该模型提出指标体系,根据该体系以淄博市426名C2C网上购物用户为样本进行了实证分析。其次,为了考察功利主义维度和享乐主义维度对电子商务服务质量影响的差异,本文将电子商务服务质量的影响因素分为了功能性、便利性、响应能力、可靠性以及愉悦感等五个因素,并提出各因素对服务质量影响的十一个假设。最后,为了验证提出的C2C电子商务服务质量评价模型,本文构建了相应的结构方程并采用LISREL8.7统计软件对各个影响因素之间的相互关系和路径进行了分析。通过验证得出：功利主义维度中的功能性因素和便利性因素对顾客满意度和忠诚度有直接影响。功利主义维度中的响应能力因素和可靠性因素、享乐主义维度中愉悦感因素的对顾客满意度有直接影响,对顾客忠诚度有间接影响。该结论对我国C2C电子商务提高服务质量有一定的借鉴意义。
[Abstract]:With the improvement of network infrastructure and logistics industry, e-commerce has been developed rapidly. The e-commerce transaction model which provides products or services to customers through the network has great potential for development. Whether this potential can be fully exploited depends to a large extent on the ability of online retailers to meet consumers' expectations in this virtual environment. Therefore, how to improve the quality of e-commerce service has become a major challenge for online retailers. In the development of E-commerce in China, C2C e-commerce occupies a very large proportion in the online shopping market as a whole, because of its most widely recognized, the largest participation has become the mainstream mode of online shopping. The current C2C e-commerce service quality evaluation model mainly examines the utilitarian dimension of service quality, but not the hedonism dimension. Therefore, this paper establishes a C2C E-commerce service quality evaluation model which adds hedonism quality dimension, and discusses the utilitarianism and hedonism influencing factors in E-commerce service quality. As well as each factor to the service result influence. In this paper, the factors affecting the service quality of C2C e-commerce and how to evaluate the service quality of E-commerce are deeply analyzed, which is helpful to improve the service quality of C2C E-commerce and enhance the competitive advantage of e-commerce suppliers. At first, this paper reviews the relevant theories of service quality of electronic commerce, such as quality of service, influencing factors and evaluation of service quality of electronic commerce, and puts forward a more perfect evaluation model of service quality. This paper presents an index system based on the model, and makes an empirical analysis based on 426 C2C online shopping users in Zibo city. Secondly, in order to investigate the influence of utilitarianism dimension and hedonism dimension on E-commerce service quality, this paper divides the influencing factors of E-commerce service quality into functional, convenience and responsiveness. Reliability and pleasure are five factors, and eleven hypotheses of the influence of each factor on service quality are put forward. Finally, in order to verify the proposed C2C e-commerce service quality evaluation model, this paper constructs the corresponding structure equation and uses LISREL8.7 statistical software to analyze the relationship and path between the various factors. It is concluded that the functional factors and convenience factors in utilitarian dimension have direct influence on customer satisfaction and loyalty. The factors of response ability and reliability in utilitarianism dimension and pleasure factor in hedonism dimension have direct influence on customer satisfaction and indirect influence on customer loyalty. The conclusion can be used for reference to improve the service quality of C2C e-commerce in China.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F724.6;F224

【引证文献】