中国C2C交易市场电子服务质量、顾客满意和顾客忠诚实证研究  

Empirical Study on Evaluation of E-service Quality,Customer Satisfaction and Customer Loyalty in Chinese C2C Markets

作　　者：邓之宏[1] 李金清[1] 王香刚[1] 

机构地区：[1]深圳信息职业技术学院,广东深圳518172

出　　处：《科技管理研究》2013年第6期188-191,241,共5页Science and Technology Management Research

基　　金：广东省自然科学基金项目"C2C交易市场电子服务质量;信任对顾客忠诚的影响"(S2011010006112);深圳信息职业技术学院科研项目"C2C交易市场电子服务质量对顾客忠诚的影响"(WK201003)

摘　　要：充分借鉴B2C网上零售市场相关研究成果,设计C2C交易市场电子服务质量、顾客满意和顾客忠诚调查问卷,通过对中国C2C交易市场网上购物用户问卷调查,获得消费者对C2C交易网站和网上卖家提供的电子服务质量以及对交易市场满意度和忠诚度的评价情况,并建立结构方程模型实证检验了C2C交易网站服务质量、卖家服务质量、顾客满意和顾客忠诚之间的关系。结果表明,网上买家感知的C2C网站服务质量正向影响买家对C2C交易市场的满意和忠诚,网上买家感知的C2C卖家服务质量正向影响买家对C2C交易市场的满意,网上买家对C2C交易市场的满意正向影响其对C2C交易市场的忠诚。并提出对策和建议。The study refers to the research about B2C online retail markets, designs a questionnaire of eservice quality, customer satisfaction and customer loyahy in C2C markets. Then it carries out questionnaire survey to the online shopping users in the Chinese C2C markets, obtains the situation of the consumer evaluation of e - service quality, market satisfaction and loyalty, and sets up the structural equation model to empirically test the relationship among service quality of the C2C website, service quality oftbe seller, customer satisfaction and customerloyahy. The empiricalresuhs show that service quality of the C2C website has positive effect on buyers＇ market satisfaction and loyalty, service quality of the seller has positive effect on buyers ＇ market satisfaction, buyers＇ market satisfaction has positive effect on market loyalty. Its resuhs provide some certain decision references for the C2C websites and internet sellers to improve service quality.

关 键 词：电子商务 C2C交易市场 电子服务质量 顾客满意 顾客忠诚 实证研究 

分 类 号：F724.6[经济管理—产业经济] F274F224