中国C2C交易市场电子服务质量综合评价实证研究  

Empirical Study on the Comprehensive Evaluation of E-service Quality in Chinese C2C Markets

作　　者：邓之宏[1] 郑伟亮[1] 秦军昌[1] 

机构地区：[1]深圳信息职业技术学院,广东深圳518172

出　　处：《数理统计与管理》2014年第4期604-619,共16页Journal of Applied Statistics and Management

基　　金：广东省自然科学基金(S2011010006112);教育部人文社会科学研究青年基金项目(13YJC630020)

摘　　要：基于对网上零售市场电子服务质量评价研究文献的全面回顾,充分借鉴B2C网上零售市场电子服务质量评价量表研究成果,构建了C2C交易市场电子服务质量综合评价量表。通过对中国C2C交易市场网上购物用户问卷调查,采用探索性因子分析法得到了消费者评价C2C网站和卖家电子服务质量的关键因子维度,其中,C2C网站服务质量评价维度包括安全与隐私、网站设计质量、信息内容质量、网站补偿性、系统可靠性和愉悦性六个因子;C2C卖家服务质量评价维度包括卖家补偿性、客户服务、配送准确性和配送准时性四个因子。采用验证性因子分析法对量表进行了实证检验,结果表明,量表具有足够的信度和效度,也首次论证了服务补救行为-网站和卖家补偿性以及享乐主义的服务质量构面-愉悦性对C2C交易市场服务质量评价的重要性。研究结果对C2C交易网站和网上卖家提高服务质量具有一定的决策借鉴意义。This study reviews comprehensively the literature on e-service quality in e-retailing markets, refers to the evaluation scales of e-service quality in the B2C online retail markets, and builds a comprehensive evaluation scale of e-service quality in C2C markets. This study carries out questionnaire surveys to the online shopping users in the Chinese C2C markets, uses exploratory factor analysis to obtain the key factor dimensions of the consumer evaluation of e-service quality about C2C websites and sellers. The impact factors of C2C website service quality include security and privacy, website design, website content quality, information quality, system reliability, website compensatory and enjoyment, the impact factors of C2C seller service quality include seller compensation, customer service, delivery accuracy and delivery on time. This study uses confirmatory factor analysis to test two subscales respectively, the empirical results show the scale has adequate reliability and validity, which also demonstrate firstly that the recovery service quality dimensions - C2C websites and sellers compensatory and hedonism service quality dimension enjoyment are important to C2C market service quality evaluation. The results of this study 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 综合评价 实证研究 

分 类 号：O212[理学—概率论与数理统计]