中国C2C市场电子服务质量、信任对顾客忠诚的影响——基于期望差异理论  

The Influence of E-service Quality and Trust on Consumer Loyalty in Chinese C2C Markets——Based on the Expectancy Disconfirmation Theory

作　　者：邓之宏[1] 钟利红[1] 秦军昌[1,2] DENG Zhihong;ZHONG Lihong;QIN Junchang(Shenzhen Institute of Information Technology,Shenzhen 518172,China;The Public Policy and Management School of Xi'an Jiaotong University,Xi'an 710049,China)

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：《信息系统学报》2013年第1期31-51,共21页China Journal of Information Systems

基　　金：广东省自然科学基金,项目名称为《C2C交易市场电子服务质量、信任对顾客忠诚的影响》,项目负责人为邓之宏,项目编号为S2011010006112;深圳信息职业技术学院科研项目,项目名称为《C2C交易市场电子服务质量对顾客忠诚的影响》,项目负责人为邓之宏,项目编号为WK201003.

摘　　要：本研究基于期望差异理论,将C2C交易网站和网上卖家的电子服务质量、期望差异、感知净收益、顾客满意、信任以及顾客忠诚纳入统一的框架之中,提出了一个整合性的研究模型,揭示C2C交易网站和网上卖家的电子服务质量、顾客满意、信任以及顾客忠诚之间相互作用的机理.通过以中国具有C2C网上购物经验的用户为调查对象,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:①C2C网站和卖家的服务质量都对期望差异产生显著的正向影响,验证了期望差异在电子服务质量和顾客满意之间的中介效应;②从市场营销和信息系统两大领域探讨顾客满意的来源,确认了期望差异和感知净收益对顾客满意的正向影响;③顾客满意对顾客忠诚和信任产生显著的正向影响,然而信任对顾客忠诚的影响不太显著,进一步的研究发现,性别和每月网购金额对于顾客满意、信任和顾客忠诚之间的关系具有显著的调节效应.根据研究结论,对中国C2C交易网站和网上卖家如何通过提高电子服务质量进而提升顾客忠诚度,提出了一些具体的对策和建议.Based on the expectancy disconfirtnation theory this study proposes an integrated research model which puts e-service quality of C2C trading websites and online sllers,customer expectancy disconfirmation,perceived net benefits.custormer satisfaction trust and customer loyalty into an unified framework.reveals the interaction mechanisn amonE e-service quality of C2C trading websites and online ellers,customer satisfaction,irust and customer loyalty.This study carries out questionnaire surveys to the online shopping users in the Chinese C2C markets,sets up the structural equation model'uses confirmatory factor analysis to assess the various research hypotheses in the integrated research model.The results of this study bas found:(1)Both e-service quality of C2C trading websites and online sellers have significant positive influences on customer expectancy discorfirmation,and customer expectancy disconfirmation has mediator effect between e-service quality and customer satisfactiot.(2)This study attempts to explore the source of customet satisfaction from the two nuajor areas:the marketing and information system+and bas coufitmed both customer expectancy disconfirtnation and perceived net benefits have significant positive inifluences on customer satisfaction,(3)Customer sstisfaction has signifiant poeitive influence on custozmer loyalty and trust,however.the influence of trust on customet loyalty is not significant.and further research has found that both gender and the monthly amount of online shopping have significant moderating effect amnong customer satisfaction.trust and customer loyalty.The results of this study provide some certain decision teferences for the C2C websites and internet sellers to imnprove service quality and customer loyalty.

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

分 类 号：F713.36[经济管理—产业经济]