Undergraduates’Perception about Service Quality Assessment on Tourism E-commerce Website: a case study of China CTRIP Website(www.ctrip.com)

摘要

Quality evaluation of E-commerce was focused on three perspectives, i.e. technological means, investigation of experts, perception of users, the Perception evaluation model and questionnaires of E-commerce website becomes a hotspot and the forefront of contemporary study. It is generally accepted that perception quality of E-commerce website are the assessment that the website meeting user’demands and the whole efficiency ofwebsites. Based on the previous research we propose two hypotheses: the first one, service quality of tourism E-commerce website consists of the function of system management(S), quality of information service(I), the function of service of commercial communication(T), and the conceptual model of Perception evaluation of tourism E-commerce wehsite is composed of nine factors of three dimensions which including system management of website (accessibility, navigation performance, web appearance), information service (accuracy, applicability, understandability), commercial communication (reliability, interactivity, exchangeability)(means the hypothesis 1); the second one, the parts of perception quality of tourism E-commerce wehsite has significant effect on the whole Quality evaluation(means the hypothesis 2). We framed a new investigation questionnaire with using WEBQUAL questiormaire for reference. We launched questionnaires to tourism management majors with taking www.ctrip.com as an example. Then we drew four conclusions through factor analysis and regression analysis of SPSS11.5.Firstly, the conceptual model of Perception evaluation of tourism E-commerce wehsite has strong rationality. It is not very different from the results of factor analysis about 35 items which are merged into some main factors with strong relevance and form five main factors: online service (F1), information quality (F2), system capability (F3), web appearance (F4),reliability of users (F5). So we suppose that the hypothesis 1 is partial correct. Secondly, the five factors don’t have the same impact on the whole service quality of website. Online service, information quality and reliability of users have relatively strong positive correlation with the whole service quality of website, while system capability and website appearance does’t have significant influence on perception evaluation about the whole service quality of website. So the hypothesis 2 is correct.Thirdly, we set up a regression model of perception evaluation of the whole service quality of website exclude system capability and website appearance, F=3.824+O.440FI+O.380F2+0.417F5. At last, online service has the most prominent influence on perceived the whole service quality ofwebsite, and it is the primary influence variable of perception quality of website.