本文選題：移動購物 + 服務質(zhì)量�。� 參考：《東華大學》2015年碩士論文

【摘要】：移動購物是移動電子商務的應用分類之一，是互聯(lián)網(wǎng)與移動電子商務發(fā)展的新興產(chǎn)物。在移動購物行業(yè)，企業(yè)間競爭激烈，而服務質(zhì)量是決定客戶滿意度、忠誠度和企業(yè)市場份額的關鍵因素。但在現(xiàn)階段，對于移動購物服務質(zhì)量評價模型的研究還不夠全面，仍處于摸索階段，對于移動購物服務質(zhì)量的評價方法還未形成統(tǒng)一的、公認的標準。本研究的目的在于針對移動購物的特點，構建一個能夠有效評價移動購物服務質(zhì)量的評價模型，并通過實證研究探究移動購物服務質(zhì)量的整體水平，發(fā)現(xiàn)移動購物服務質(zhì)量的薄弱環(huán)節(jié)，并提出改善建議。 本文的研究內(nèi)容和主要成果包括以下幾點： 1.本文在SERVQUAL評價模型的基礎上，結(jié)合國內(nèi)外學者的研究和移動購物的特點，構建移動購物服務質(zhì)量評價模型。該模型包括7個維度和25個題項，盡可能涵蓋了消費者感知移動購物服務質(zhì)量的關鍵要素。 2.通過專家訪談、數(shù)學方法和問卷調(diào)研檢驗評價模型的科學性。在構建移動購物服務質(zhì)量評價模型后，本文通過發(fā)放問卷獲得評價數(shù)據(jù)。經(jīng)過預測試、Alpha系數(shù)和CITC值、信度分析、效度分析多次調(diào)整模型，，并驗證模型的科學性和合理性。結(jié)果表明，本文的移動購物服務質(zhì)量模型可以有效評價移動購物服務質(zhì)量，其評價結(jié)果是科學的。 3.通過組合賦權法和模糊綜合評價法對移動購物服務質(zhì)量做出評價，并提出改善建議。根據(jù)評分結(jié)果，提出移動購物服務質(zhì)量的重點改進維度和次重點改進維度。其中重點改進維度包括：“保證性”和“移情性”，次重點改進維度包括：“完整性”和“響應性”。 研究結(jié)果表明，本文構建的移動購物服務質(zhì)量評價模型是科學合理，且其評價結(jié)果是有效地。當前階段顧客對移動購物整體服務質(zhì)量評價為“較好”。其中，“有形性”、“可靠性”、“易用性”維度評價為“較好”，而“保證性”、“移情性”、“完整性”、“響應性”維度評價為“一般”。
[Abstract]:Mobile shopping is one of the application categories of mobile e-commerce and a new product of the development of internet and mobile e-commerce.In the mobile shopping industry, competition among enterprises is fierce, and service quality is the key factor to determine customer satisfaction, loyalty and market share.However, at this stage, the research on the evaluation model of mobile shopping service quality is not comprehensive enough, still in the groping stage, and the evaluation method of mobile shopping service quality has not formed a unified and accepted standard.The purpose of this study is to construct an effective evaluation model for mobile shopping service quality according to the characteristics of mobile shopping, and to explore the overall level of mobile shopping service quality through empirical research.To find the weak link of mobile shopping service quality, and put forward suggestions for improvement.The research contents and main results of this paper include the following:1.On the basis of SERVQUAL evaluation model, combined with the research of domestic and foreign scholars and the characteristics of mobile shopping, this paper constructs a mobile shopping service quality evaluation model.The model includes 7 dimensions and 25 item items, which covers the key elements of consumers' perception of mobile shopping service quality as much as possible.2.Through expert interviews, mathematical methods and questionnaire survey to test the scientific nature of the evaluation model.After constructing the evaluation model of mobile shopping service quality, the evaluation data are obtained by issuing questionnaires.The alpha coefficient and CITC value, reliability analysis and validity analysis were used to adjust the model several times, and the rationality and scientificity of the model were verified.The results show that the mobile shopping service quality model in this paper can effectively evaluate the mobile shopping service quality, and the evaluation results are scientific.3.The quality of mobile shopping service is evaluated by combination weighting method and fuzzy comprehensive evaluation method, and suggestions for improvement are put forward.According to the result, the paper puts forward the key improvement dimension and the secondary improvement dimension of mobile shopping service quality.The key improvement dimensions include: assurance and empathy, and the secondary improvement dimensions include integrality and responsiveness.The results show that the evaluation model of mobile shopping service quality is scientific and reasonable, and the evaluation result is effective.At present, customers evaluate the overall service quality of mobile shopping as "better".Among them, the dimensions of "tangible", "reliability" and "ease of use" are evaluated as "good", "assurance", "empathy", "integrity" and "responsiveness" as "general".
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6

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