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基于9套权威的电子服务质量量表,总结提取出页面设计、网站信息、易用性、可靠性、产品选择与货源、隐私与安全、顾客服务、虚拟社区、娱乐体验以及经济性共10个电子服务质量维度。通过500名网络购物顾客的问卷调查数据,验证了电子服务质量可以显著正向影响网站依恋(adjusted R~2=0.46)、关系质量(adjusted R~2=0.66)以及网络顾客忠诚(adjusted R~2=0.42),网站依恋以及关系质量可以显著正向影响网络顾客忠诚。同时,电子服务质量对于网络顾客忠诚整体影响力中的88%被关系质量与网站依恋所中介,表明关系质量、网站依恋在电子服务质量与网络顾客忠诚间起到了十分有效的中介作用。实证研究的结果也进一步表明,体现功能性价值的电子服务质量主要通过关系质量(冷)影响网络顾客忠诚,而体现情感性价值的电子服务质量则主要通过网站依恋(热)影响网络顾客忠诚。
Based on 9 sets of authoritative electronic service quality scales, we summarize a total of 10 page design, website information, ease of use, reliability, product selection and supply, privacy and security, customer service, virtual community, entertainment experience and economy Electronic Service Quality Dimensions. Based on the survey data of 500 online shoppers, it is verified that the quality of e-service can significantly influence the website attachment (adjusted R ~ 2 = 0.46), the relationship quality (adjusted R ~ 2 = 0.66) and the adjusted customer loyalty 2 = 0.42), website attachment and relationship quality can significantly affect online customer loyalty. At the same time, 88% of the overall influence of e-service quality on online customer loyalty is related to the quality of relationship and website attachment intermediary, indicating that the quality of relationship and website attachment play a very effective intermediary role in the quality of e-service and online customer loyalty. The results of the empirical study further show that the quality of electronic services embodying functional value mainly affects network customer loyalty through relationship quality (cold), while the quality of electronic services embodying emotional value mainly affects network loyalty through website attachment (heat).