移动购物服务质量评价模型研究

发布时间：2018-04-19 07:29

本文选题：移动购物 + 服务质量　；参考：《东华大学》2015年硕士论文

【摘要】：移动购物是移动电子商务的应用分类之一，是互联网与移动电子商务发展的新兴产物。在移动购物行业，企业间竞争激烈，而服务质量是决定客户满意度、忠诚度和企业市场份额的关键因素。但在现阶段，对于移动购物服务质量评价模型的研究还不够全面，仍处于摸索阶段，对于移动购物服务质量的评价方法还未形成统一的、公认的标准。本研究的目的在于针对移动购物的特点，构建一个能够有效评价移动购物服务质量的评价模型，并通过实证研究探究移动购物服务质量的整体水平，发现移动购物服务质量的薄弱环节，并提出改善建议。本文的研究内容和主要成果包括以下几点： 1.本文在SERVQUAL评价模型的基础上，结合国内外学者的研究和移动购物的特点，构建移动购物服务质量评价模型。该模型包括7个维度和25个题项，尽可能涵盖了消费者感知移动购物服务质量的关键要素。 2.通过专家访谈、数学方法和问卷调研检验评价模型的科学性。在构建移动购物服务质量评价模型后，本文通过发放问卷获得评价数据。经过预测试、Alpha系数和CITC值、信度分析、效度分析多次调整模型，，并验证模型的科学性和合理性。结果表明，本文的移动购物服务质量模型可以有效评价移动购物服务质量，其评价结果是科学的。 3.通过组合赋权法和模糊综合评价法对移动购物服务质量做出评价，并提出改善建议。根据评分结果，提出移动购物服务质量的重点改进维度和次重点改进维度。其中重点改进维度包括：“保证性”和“移情性”，次重点改进维度包括：“完整性”和“响应性”。研究结果表明，本文构建的移动购物服务质量评价模型是科学合理，且其评价结果是有效地。当前阶段顾客对移动购物整体服务质量评价为“较好”。其中，“有形性”、“可靠性”、“易用性”维度评价为“较好”，而“保证性”、“移情性”、“完整性”、“响应性”维度评价为“一般”。
[Abstract]:Mobile shopping is one of the application categories of mobile e-commerce and a new product of the development of internet and mobile e-commerce.In the mobile shopping industry, competition among enterprises is fierce, and service quality is the key factor to determine customer satisfaction, loyalty and market share.However, at this stage, the research on the evaluation model of mobile shopping service quality is not comprehensive enough, still in the groping stage, and the evaluation method of mobile shopping service quality has not formed a unified and accepted standard.The purpose of this study is to construct an effective evaluation model for mobile shopping service quality according to the characteristics of mobile shopping, and to explore the overall level of mobile shopping service quality through empirical research.To find the weak link of mobile shopping service quality, and put forward suggestions for improvement.The research contents and main results of this paper include the following:1.On the basis of SERVQUAL evaluation model, combined with the research of domestic and foreign scholars and the characteristics of mobile shopping, this paper constructs a mobile shopping service quality evaluation model.The model includes 7 dimensions and 25 item items, which covers the key elements of consumers' perception of mobile shopping service quality as much as possible.2.Through expert interviews, mathematical methods and questionnaire survey to test the scientific nature of the evaluation model.After constructing the evaluation model of mobile shopping service quality, the evaluation data are obtained by issuing questionnaires.The alpha coefficient and CITC value, reliability analysis and validity analysis were used to adjust the model several times, and the rationality and scientificity of the model were verified.The results show that the mobile shopping service quality model in this paper can effectively evaluate the mobile shopping service quality, and the evaluation results are scientific.3.The quality of mobile shopping service is evaluated by combination weighting method and fuzzy comprehensive evaluation method, and suggestions for improvement are put forward.According to the result, the paper puts forward the key improvement dimension and the secondary improvement dimension of mobile shopping service quality.The key improvement dimensions include: assurance and empathy, and the secondary improvement dimensions include integrality and responsiveness.The results show that the evaluation model of mobile shopping service quality is scientific and reasonable, and the evaluation result is effective.At present, customers evaluate the overall service quality of mobile shopping as "better".Among them, the dimensions of "tangible", "reliability" and "ease of use" are evaluated as "good", "assurance", "empathy", "integrity" and "responsiveness" as "general".
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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