服务质量五维度对网购顾客满意度的影响--基于兰大学生网购经验的实证研究

摘要

Based on SERVQUAL,a research model was developed depicting the relationship be-tween the five dimensions of service quality (tangibility,reliability,responsiveness,assurance,em-pathy)and E-customer satisfaction,and research hypotheses were proposed thereafter.A face-to-face questionnaire survey was conducted with students of Lanzhou University who have online buying experiences for the past month.SPSS17.0 was used to analyze the collected data.Statisti-cal results show that the level of E-customer satisfaction is moderately high.Among the five di-mensions,reliability,responsiveness and assurance were found to have positive effects on E-cus-tomer satisfaction significantly,whereas the impacts of the other two dimensions:tangibility and empathy,were found to be statistically insignificant.Also we found online buying experiences moderated the relationship between service quality and E-customer satisfaction.%基于 SERVQUAL多维度量表，本研究构建了一个服务质量五维度(有形性、可靠性、反应性、保证性、移情性)与网购顾客满意度之间的关系模型并提出了相应的研究假设。对过去一个月有网购经验的兰大学生进行了面对面的问卷调查，采用 SPSS17.0软件对收集到的数据进行了统计分析。实证结果表明，受访者对于网上购物总体比较满意。服务质量五维度中，可靠性、反应性和保证性均对网购顾客满意度有显著的正向影响；而另外两个维度，有形性及移情性，对网购顾客满意度的影响却并不显著。网购经验对服务质量与顾客满意度的关系有显著调节作用。