The Impact of Service Quality and Relationship Quality on E-shop Brand Image

摘要

With the rapid development of internet,shopping online has become one of the mainstream patterns for consumption.As E-consumers will not trust and go shopping from E-shops so easily,building up a good brand image for E-shop to gain the trust from E-consumers become very necessary.Based on 143 questionnaires from Chinese netizens who have the E-shopping experience,this paper implements a structural equation model to test whether and how service quality and relationship quality with E-consumers take effect on the establishment of E-shop brand image.The result shows that service quality has direct positive impact on relationship quality with E-consumers but no direct positive impact on E-shop brand image.In addition,relationship quality plays an intermediary role between service quality and E-shop brand image,and has direct positive impact on E-shop brand image,which indicates that relationship quality is very important to E-shop for brand image building up and increasing E-consumers'buying frequencies.