网上零售市场电子服务质量评价研究  

Measuring e-service quality in e-retailing

作　　者：邓之宏[1] 万守付[1] 

机构地区：[1]深圳信息职业技术学院,广东深圳518029

出　　处：《江苏商论》2012年第2期22-26,共5页Jiangsu Commercial Forum

基　　金：广东省自然科学基金资助项目;项目编号S2011010006112;深圳信息职业技术学院科研资助项目;项目编号WK201003

摘　　要：本文全面回顾了网上零售市场电子服务质量评价研究文献,深入剖析了几种常用的网上零售市场电子服务质量评价量表,探讨了网上零售市场电子服务质量评价维度以及量表结构,指出了该领域目前的研究不足和未来研究方向,提出了针对网上零售市场具有普适性的电子服务质量评价的一般维度,主要包括可靠性/履行性、响应性/易接近性/联系性、易用性/可用性、网站设计、信息质量、隐私/安全以及个性化等,并将这些维度与传统服务质量评价维度进行了对比分析。This study reviews comprehensively the literature on e-service quality in e-retailing markets, discusses the measurement dimensions and scales construction of e-service quality in e-retailing, points out the research deficiency and the future research directions, and proposes seven general dimensions often used in evaluating e-service quality in e-retailing markets. These dimensions are reliability/fulfillment, responsiveness/access/ contact, ease of use/usability, website design, information quality, privacy/security and personalization, and these dimensions are compared with traditional service-quality dimensions. These general dimensions can provide the basis for measuring e-service quality in e-retailing. Finally, this study puts forward some management suggestions to e-retailing business managements.

关 键 词：电子商务 网上零售 电子服务质量 评价 

分 类 号：F724.6[经济管理—产业经济]