中国C2C交易市场电子服务质量对顾客忠诚的影响——以顾客满意和顾客价值为中介变量  

Impact of E-service Quality in Chinese C2C Markets upon Customer Loyalty——Taking Customer Satisfaction and Customer Value as Mediators

作　　者：邓之宏[1] 秦军昌[1,2] 钟利红[1] 

机构地区：[1]深圳信息职业技术学院,广东深圳518172 [2]西安交通大学公共政策与管理学院,陕西西安710049

出　　处：《北京工商大学学报（社会科学版）》2013年第2期35-41,59,共8页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：广东省自然科学基金项目(S2011010006112)

摘　　要：通过构建整合性的理论研究模型,揭示了C2C交易市场电子服务质量、顾客满意、顾客价值以及顾客忠诚之间相互作用的机理。并对中国具有C2C网上购物经验的用户进行问卷调查,建立结构方程模型,采用验证性因子分析法实证检验研究假设。研究结果发现:(1)C2C网站的电子服务质量对顾客满意和顾客价值产生显著的正向影响;(2)C2C卖家的电子服务质量对顾客满意产生显著的正向影响,对顾客价值的影响不显著;(3)顾客满意和顾客价值都对顾客忠诚产生显著的正向影响;(4)确认了顾客满意和顾客价值在C2C交易市场电子服务质量和顾客忠诚之间的中介效应。根据研究结论对C2C交易网站和网上卖家提高电子服务质量和顾客忠诚提出一些富有决策指导意义的对策和建议。This study proposes an integrated research model which puts E-service quality, customer satisfaction, customer value, and customer loyalty into a unified framework, reveals the interaction mechanism among E-service quality of C2C trading websites and online sellers, customer satisfaction, customer value, and customer loyalty. This study carries out questionnaire sur- veys to the online shopping users in the Chinese C2C markets, sets up the structural equation model, uses confirmatory factor a- nalysis to assess the various research hypotheses. The results of this study finds that： （ 1 ） E-service quality of C2C trading web- sites has a significant positive influence on customer satisfaction and customer value, （2） E-service quality of online sellers has a significant positive influence on customer satisfaction, but its influence on customer value is not significant, （3） both customer satisfaction and customer value have a significant positive influence on customer loyalty, （4） this paper confirms the mediating effect of customer satisfaction and customer value between E-service quality of C2C markets and customer loyalty. The results of this study provide some certain references for the decision-making of C2C websites and online sellers to improve service quality and customer loyalty.

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

分 类 号：F713.36[经济管理—产业经济]