發(fā)布時(shí)間：2018-05-27 23:11

  本文選題：享樂主義質(zhì)量 + 功利主義質(zhì)量��； 參考：《山東理工大學(xué)》2011年碩士論文

【摘要】：隨著網(wǎng)絡(luò)基礎(chǔ)設(shè)施以及物流業(yè)的完善,電子商務(wù)得到了迅速的發(fā)展,通過網(wǎng)絡(luò)為顧客提供產(chǎn)品或者服務(wù)的電子商務(wù)交易模式孕育著巨大的發(fā)展?jié)摿�。能否將這種潛力充分地挖掘,很大程度上取決于在這種虛擬環(huán)境下,網(wǎng)上零售商滿足消費(fèi)者期望的能力。因此,如何提高電子商務(wù)服務(wù)質(zhì)量成為了網(wǎng)上零售商面對(duì)的主要挑戰(zhàn)。在我國電子商務(wù)發(fā)展過程中,C2C電子商務(wù)在網(wǎng)上購物市場(chǎng)的整體中占據(jù)非常大的比重,因?yàn)槠湔J(rèn)知度最廣、參與度最大成為網(wǎng)上購物的主流模式。目前建立的C2C電子商務(wù)服務(wù)質(zhì)量評(píng)價(jià)模型,主要考察服務(wù)質(zhì)量的功利主義維度,對(duì)享樂主義維度的考察不夠重視。因此,本文建立了一個(gè)添加享樂主義質(zhì)量維度的C2C電子商務(wù)服務(wù)質(zhì)量評(píng)價(jià)模型,探討電子商務(wù)服務(wù)質(zhì)量中的功利主義影響因素和享樂主義影響因素,以及各因素對(duì)服務(wù)結(jié)果的影響。本文對(duì)C2C電子商務(wù)服務(wù)質(zhì)量影響因素以及如何評(píng)價(jià)電子商務(wù)服務(wù)質(zhì)量進(jìn)行了深入地分析,有利于更加有效地改善C2C電子商務(wù)的服務(wù)質(zhì)量,提高電子商務(wù)供應(yīng)商的競爭優(yōu)勢(shì)。 本文首先對(duì)電子商務(wù)服務(wù)質(zhì)量、影響因素以及電子商務(wù)服務(wù)質(zhì)量的評(píng)價(jià)等相關(guān)理論進(jìn)行了系統(tǒng)地回顧和相關(guān)文獻(xiàn)的梳理,提出了一個(gè)更加完善的服務(wù)質(zhì)量評(píng)價(jià)模型。本文利用該模型提出指標(biāo)體系,根據(jù)該體系以淄博市426名C2C網(wǎng)上購物用戶為樣本進(jìn)行了實(shí)證分析。其次,為了考察功利主義維度和享樂主義維度對(duì)電子商務(wù)服務(wù)質(zhì)量影響的差異,本文將電子商務(wù)服務(wù)質(zhì)量的影響因素分為了功能性、便利性、響應(yīng)能力、可靠性以及愉悅感等五個(gè)因素,并提出各因素對(duì)服務(wù)質(zhì)量影響的十一個(gè)假設(shè)。最后,為了驗(yàn)證提出的C2C電子商務(wù)服務(wù)質(zhì)量評(píng)價(jià)模型,本文構(gòu)建了相應(yīng)的結(jié)構(gòu)方程并采用LISREL8.7統(tǒng)計(jì)軟件對(duì)各個(gè)影響因素之間的相互關(guān)系和路徑進(jìn)行了分析。通過驗(yàn)證得出：功利主義維度中的功能性因素和便利性因素對(duì)顧客滿意度和忠誠度有直接影響。功利主義維度中的響應(yīng)能力因素和可靠性因素、享樂主義維度中愉悅感因素的對(duì)顧客滿意度有直接影響,對(duì)顧客忠誠度有間接影響。該結(jié)論對(duì)我國C2C電子商務(wù)提高服務(wù)質(zhì)量有一定的借鑒意義。
[Abstract]:With the improvement of network infrastructure and logistics industry, e-commerce has been developed rapidly. The e-commerce transaction model which provides products or services to customers through the network has great potential for development. Whether this potential can be fully exploited depends to a large extent on the ability of online retailers to meet consumers' expectations in this virtual environment. Therefore, how to improve the quality of e-commerce service has become a major challenge for online retailers. In the development of E-commerce in China, C2C e-commerce occupies a very large proportion in the online shopping market as a whole, because of its most widely recognized, the largest participation has become the mainstream mode of online shopping. The current C2C e-commerce service quality evaluation model mainly examines the utilitarian dimension of service quality, but not the hedonism dimension. Therefore, this paper establishes a C2C E-commerce service quality evaluation model which adds hedonism quality dimension, and discusses the utilitarianism and hedonism influencing factors in E-commerce service quality. As well as each factor to the service result influence. In this paper, the factors affecting the service quality of C2C e-commerce and how to evaluate the service quality of E-commerce are deeply analyzed, which is helpful to improve the service quality of C2C E-commerce and enhance the competitive advantage of e-commerce suppliers. At first, this paper reviews the relevant theories of service quality of electronic commerce, such as quality of service, influencing factors and evaluation of service quality of electronic commerce, and puts forward a more perfect evaluation model of service quality. This paper presents an index system based on the model, and makes an empirical analysis based on 426 C2C online shopping users in Zibo city. Secondly, in order to investigate the influence of utilitarianism dimension and hedonism dimension on E-commerce service quality, this paper divides the influencing factors of E-commerce service quality into functional, convenience and responsiveness. Reliability and pleasure are five factors, and eleven hypotheses of the influence of each factor on service quality are put forward. Finally, in order to verify the proposed C2C e-commerce service quality evaluation model, this paper constructs the corresponding structure equation and uses LISREL8.7 statistical software to analyze the relationship and path between the various factors. It is concluded that the functional factors and convenience factors in utilitarian dimension have direct influence on customer satisfaction and loyalty. The factors of response ability and reliability in utilitarianism dimension and pleasure factor in hedonism dimension have direct influence on customer satisfaction and indirect influence on customer loyalty. The conclusion can be used for reference to improve the service quality of C2C e-commerce in China.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F724.6;F224

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 莫莉莉;電子商務(wù)服務(wù)質(zhì)量與網(wǎng)絡(luò)消費(fèi)者行為的關(guān)系研究[D];北京郵電大學(xué);2012年

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本文編號(hào)：1944181