在C2C电子商务环境下服务质量对消费者满意度和消费者忠诚的影响
摘要：在本文中，我们探讨了在中国C2C电子商务中服务质量的影响机制，消费者满意度和消费者忠诚度。通过改进从消费者的购物经验出发的（服务质量评价）调查问卷收集到这项研究数据。这项结果表明基于C2C电子商店的服务质量可以被分为5个维度。这项研究启示了在C2C电子商店的环境下，服务质量对消费者忠诚度有着直接强烈的积极作用，同时通过消费者满意度起消费者忠诚度起到一定间接的积极作用，消费者满意度对消费者忠诚度有着直接积极的作用。
关键词：C2C， 电子商务，服务质量，消费者满意度，消费者忠诚，影响机制
- 引言
消费者忠诚对企业的生存和盈利能力有着巨大的影响。对组织而言，维护和提高消费者忠诚是保持竞争优势的重要手段。随着互联网的迅速发展，许多对研究消费者忠诚的理论有着多年先进且系统研究的学者对在电子商务领域中的消费者忠诚进行了研究。从上世纪90年代开始，作为B2B的网络营销方式，B2C和C2C也相继出现，互联网用户数量增加。我们可以得出这样的结论：电子商务企业对传统企业产生了深远的影响。
与传统企业相比较，电子商务公司为吸引新客户花费更昂贵。维护消费者忠诚而增加的成本使维护更加困难。电子商务的这些特点改变了消费者满意度和忠诚的影响因素。因此，学术研究开始专注于电子商务环境下消费者的忠诚度，这已经成为一个重要的研究方向。
- 文献综述
2.1 电子商务服务质量
从上个世界80年代开始，许多学者开始研究服务质量（格罗路斯，1982；雷提南，1982；路易斯和博姆斯，1983；彩特哈尔姆，贝里和帕诺苏曼，1985）。他们从不同的方面出发，提出了许多衡量服务质量的方法。帕诺苏曼，彩特哈尔姆和贝里提供了一种包括22个属性，从5个方面来分析客户感知服务质量的服务质量量表（服务质量评价）：有形性——表现为物质设施，设备、员工和通讯材料。可靠性——执行可靠的服务和准确的反应能力。响应性——愿意帮助和响应客户需要的保证。担保——激励员工自信和信任的能力。移情性——给予个性化关怀服务的程度。如今，这个量表仍然是概念化和测量服务质量最完整的尝试。奈克，莫拉莱斯，拉德哈瑞，庞斯认为这是帮助一个组织努力形成自己在桥接认知与服务期望之间的差距的一个有效的模型。然而，这个量表是否可以适用于测量电子商务环境下的服务质量仍有争议。V. Liljander 等人得出的结论是，在讨论电子商务环境下服务质量属性时，企业管理领域的学者应该也不能完全复制也不能彻底放弃传统的关于服务质量的服务质量评价表模型的属性。考虑到电子商务服务的特点，文国深等人在调整和修正一些服务质量评价量表的属性时发现，传统的服务模型也是适用的。
2.2消费者满意度和忠诚
在以往对消费者满意度的研究领域上，Oliverfirstly提出了与期望不一定的理论：当产品质量超过顾客的期望，他们将满意，否则他们将失望。然而在今天，除了期望，许多学者提出了产品或者服务质量也影响着消费者满意程度。本文主要考虑的在Zeithaml等人的研究下关于C2C交易中消费者满意度的论题，表明期望不一致的理论在面对电子商务交易中消费者满意度解释是不恰当的。他们的结论是，当用户进行网上交易时没有标准来衡量他们的期望。因此，这一理论证明了电子商务交易的服务质量是顾客满意的一个因素。安德森和斯里尼瓦桑定义消费者忠诚为消费者对一家电子商务公司进行良好态度的重复购买行为。因此，这项研究表明，电子商务交易下的消费者满意度对消费者忠诚有正向影响。此外，格温斯认为电子商务交易的服务质量对维持消费者忠诚比传统企业服务质量有更显著的影响。这个原因是电子商务交易下的消费者忠诚相对较低，且服务质量对满意度的影响很大。
- 理论模型和研究假设
本文试图建立以下关于电子服务质量对满意度的影响的理论模型和假设和建设中国C2C电子商务下的忠诚度模型。从沈文国和范秀臣等人的模型框架中得出对服务质量对消费者满意度和忠诚度各影响因素的探讨。图1中所示的研究模型说明了每个概念通过对网上C2C购物内容的定义的改进从而得到适应。
图1.研究模型
假设如下：
|
编号 |
假设 |
|
H1 |
C2C电子商务服务质量对消费者忠诚度起正向影响 |
|
H1a |
C2C电子商务服务的有形性对消费者忠诚有正向影响 |
|
H1b |
C2C电子商务服务的可靠性对消费者忠诚有正向影响 |
|
H1c |
C2C电子商务服务的响应性对消费者忠诚有正向影响 |
|
H1d |
C2C电子商务服务的保证性对消费者忠诚有正向影响 |
|
H1e |
C2C电子商务服务的移情性对消费者忠诚有正向影响 |
|
H2 |
C2C电子商务服务质量对消费者满意度有正向影响 |
|
H2a |
C2C电子商务服务的有形性对消费者满意度有正向影响 |
|
H2b |
C2C电子商务服务的可靠性对消费者满意度有正向影响 |
|
H2c |
C2C电子商务服务的响应性对消费者满意度有正向影响 |
|
H2d |
C2C电子商务服务的保证性对消费者满意度有正向影响 |
|
H2e |
C2C电子商务服务的移情性对消费者满意度有正向影响 |
|
H3 |
C2C电子商务消费者满意度对消费者忠诚度有正向影响 |
- 研究方法
4.1调查工具开发
本研究采用修正后的SERAQUAL问卷测量在C2C电子商务背景下的电子服务质量的五个维度。沈文国和沈天祥用通过推进调查和访谈的方式修改原始调查问卷形成最终的调查问卷。作者针对曾有C2C网上购物体验的互联网用户为代表性的调查群体。这份调查问卷通过邮件和网站发送出去，从342份回收的调查问卷中得到264份有效问卷，结果获得77%的可用响应率。非反应偏差通过比较前三分之一和后三分之一的反应来检测。这种比较在调查变量间没有产生显著差异。
4.2分析方法
本研究使用SPSS16.0统计分析软件来分析实证数据。首先，作者使用SPSS软件进行描述性统计分析和可靠性测试，然后利用多元线性回归分析中和因子分析来研究假设。
5数据分析
5.1工具确认
我们通过使用因子分析和克朗巴哈系数法对测量项目中的信度和效度的进行了检验。在这项研究中，各变量的alpha;系数均高于0.7的临界值，说明该问卷具有教好的内部一致性信度。各变量的KMO分别取得了0.838、0.804和0.860，这表明样本是适合因子分析的。因子的确定符合初始的四个影响变量，这意味着该量表具有较好的结构效度。
5.2相关分析
这些是整体服务质量变量的五个因素。分别对消费者忠诚度的五个因素进行相关分析。如表2所显示的，消费者忠诚度和五个因素间有显著相关关系。
表2.服务质量维度间的关系，总体服务质量和满意度
|
消费者满意度 |
消费者忠诚度 |
|
|
有形性 |
0.461** |
0.602** |
|
可靠性 |
0.508** |
0.482** |
|
反响性 |
0.161** |
0.193** |
|
保证性 |
0.255** |
0.247** |
|
移情性 |
0.459** |
0.716** |
显著性水平*P值lt;0.05，**P值lt;0.01
5.3回归分析
为确定整体服务质量对消费者满意度和消费者忠诚度的因果关系，以及消费者满意度对消费者忠诚的影响，该模型采用多元逐步回归分析检验。
根据对消费者忠诚度与C2C电子商务服务质量回归分析的结果，我们得出消费者忠诚度=1.207 0.778*服务质量的回归函数。
基于以上回归分析和相关性分析，我们对消费者忠诚和五个服务质量因素间进行了进一步的回归分析，得到的回归函数是：消费者忠诚=1.068 0.346*移情性 0.326*有形性 0.083*反响性 0.064*可靠性
表3.消费者忠诚度和服务质量维度之间的回归分析结果
|
模型 |
B |
beta; |
T值 |
P值 |
|
常量 |
1.068 |
4.574 |
0.000 |
|
|
移情性 |
0.346 |
0.568 |
15.726 |
0.000 |
|
有形性 |
0.326 |
0.389 |
9.757 |
0.000 |
|
反响性 |
0.083 |
0.088 |
2.568 |
0.011 |
|
可靠性 |
0.064 |
0.095 |
2.363 |
0.019 |
同样，根据对消费者满意度与C2C电子商务服务质量回归分析的结果，我们得出回归函数：消费者满意度=1.650 0.714*服务质量。
基于以上回归分析和相关性分析，我们对消费者忠诚和服务质量5个因素进行了进一步的回归分析，得到回归函数：消费者满意度=1.434 0.191*移情性 0.211*有形性 0.123*反响性 0.434*可靠性。
表4.消费者满意度和服务质量维度之间的回归分析结果
|
模型 |
B |
beta; |
T值 |
P值 |
|
常量 |
1.434 |
4.242 |
0.000 |
|
|
移情性 |
0.191 |
0.274 |
5.281 |
0.000 |
|
有形性 |
0.211 |
0.22 |
3.9 |
0.000 |
|
反响性 |
0.123 |
0.134 |
2.728 |
0.007 |
|
可靠性 |
0.225 |
0.293 |
5.127 |
0.000 |
表5得出根据对消费者满意度和C2C电子商务服务质量的回归分析的结果，我们得出回归公式：消费者忠诚=2.006 0.602*消费者满意度。
表5.消费者忠诚度和消费者满意度之间的回归分析结果
|
模型 |
B |
beta; |
T值 lt;剩余内容已隐藏，支付完成后下载完整资料 The effects of service quality onconsumer satisfaction and consumer loyalty in the context of C2C e-commerce LU Xinjun, ZHOU Yaolie and ZHUO Xiaowei School of Management, Zhejiang University, Hangzhou, China Abstract-In this paper, we explore the influence mechanism among service quality, consumer satisfaction and consumer loyalty in the context of C2C e-commence in china. Data for this study were collected through modified SERVQUALquestionnaire survey from consumer with C2C purchasing experience.The results shows thatthe service quality based on C2C e-store can still be divided into five dimensions. The study suggests that, in the context of C2C e-store, service quality has strong direct positive effect on consumer loyalty, meanwhile has indirect positive effect via consumer satisfaction, and consumer satisfaction have direct positive effect on consumer loyalty. Keywords-C2C, e-commerce, service quality, consumer satisfaction, consumer loyalty,influence mechanism 1. Introduction Customer loyalty has a very large impact on the survival and profitability of enterprises. For organizations, maintaining and increasing customer loyalty are important means of keeping competitive advantages. As the internet developed rapidly, the researches on customer loyalty in the field of electronic commerce are studied by many scholarsbased on the theory of customer loyalty, which has developed systematically for years. From the 90s of last century, as network marketing ways of B2B, B2C and C2C emerged, the number of internet users is growing. We can conclude that e-commerce business has had a profound impacton the traditional business[1]. Compared to traditional businesses, it takes more expensive to attract new customers for e-commerce companies[2]. The increased cost of maintaining customer loyalty makes the difficulty of maintaining even harder. These characteristics of e-commerce have changed the impact factors of consumer satisfaction and loyalty.Therefore, academic studies began to concentrate on the consumer loyalty under e-commerce context, which has become an important research direction. 2. Literature Review 2.1.The Service Quality in E-business From the 80s of last century, many scholars have begun to study the service quality (Gronrros,1982; LehtinenandLehtinen,1982; Lewis and Booms,1983; Zeithaml,L.L. Berry and A. Parasuraman,1985) . They proposed many methods to measure service quality from different perspectives.Parasuraman, Zeithaml and Berryprovided a service quality scale (SERVQUAL), consisted of 22 attributes, to analyze the customersrsquo; perception of service quality from five aspects: Tangibles –Appearance of physical facilities, equipment, personnel and communication material. *Reliability - ability to perform service dependably and accurately* Responsiveness - willingness to help and respond to customer need* Assurance - ability of staff to inspire confidence and trust* Empathy - the extent to which caring individualized service is given[3]. Nowadays, this scale remains the most complete attempt to conceptualize and measure service quality. Nyeck, Morales, Ladhari, and Ponsthought that it was an efficient model in helping an organization shape up their efforts in bridging the gap between perceived and expected service[4]. However, whether the scale can be applicable to measure service quality under e-commerce environment is still in dispute. V. Liljander et al concluded that when discussing the attributes of service quality under e-commerce environment, scholars in business administration field should neither completely copy nor thoroughly abandon the attributes of traditional SERVQUAL model of service quality.Considering the characteristics of e-commerce services[5], WenguoShen et al adjusted and amended some of the attributes of SERVQUAL scale and found that the traditional model of service quality is also applicable. 2.2.Consumer Satisfaction and Loyalty In the field of previous researches on customer satisfaction, Oliverfirstly proposed expectancy disconfirmation theory: when the quality of products exceeds customersrsquo; expectation, they will be satisfiedotherwisethey will be disappointed. Nowadays, however, besides expectation, many scholars propose that the quality of products or services also influences the level of customer satisfaction[6]. This paper mainly consider the topic about customer satisfaction of C2C transactions in accordance with Zeithamlrsquo;s research, which indicates that expectancy disconfirmation theory is not appropriate to interpret issues of customer satisfaction in e-commerce transactions[7]. They concluded that customers have no criteria to weigh their expectations when trading online. Therefore, this theory proved that the service quality of e-commerce transactions is a factor of customer satisfaction. Anderson and Srinivasandefined e-loyalty as the customerrsquo;s favorable attitude toward an electronic business resulting in repeat buyingbehavior[8]. Therefore, this study shows that customer satisfaction of e-commerce transaction has positive impact on customer loyalty. Furthermore, Gommans thought that the transaction service quality of e-commerce has more significant influences on maintaining customer loyalty than service qualities of traditional industries[9]. The reason is that customer loyalty of e-commerce transaction is relatively low, and the satisfaction is greatly influenced by the service quality. 3. Theoretical Model and Hypothesis This article attempts to establish the following theoretical models and assumptions about effects of e-service quality on satisfaction and loyalty under C2C e-commerce context in china In the model construction, the paper draw on model framework from Shen Wenguoet al and Fan Xiucheng et al[10] to discuss of the impact of various factors of service quality on consumer satisfactionand loyalty. Each 剩余内容已隐藏，支付完成后下载完整资料 资料编号：[286894]，资料为PDF文档或Word文档，PDF文档可免费转换为Word |
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