摘要：随着互联网技术的普及，电子商务逐步兴起，传统的消费模式发生改变，网络购物已经成为消费者日常消费的常态形式。以往研究表明电商企业服务质量正向的影响了消费者网购态度或行为的产生，但是基于从交易前到交易结束后的整个过程视角研究感知电商服务质量对消费者的影响尚未完善。因此，本文将感知服务质量的5维度与现阶段电商服务的实际情况相结合，结合交易整体过程将5维度转换成感知服务质量的4个维度，并且着重分析消费者行为意向中的消费者再购意向，并引入了调节变量一顾客满意，探讨感知质量对消费者行为意向的影响。与此同时，选取网上购物市场发展较快的B2C电子商务市场为研究对象，以天猫、京东这两大占据了主要市场份额的B2C电商企业为例，在总结国内外相关理论研究的基础上，对比分析两大电商在感知服务质量上的哪些不同影响了消费者的行为意向，从而导致了其市场份额的巨大差异。最后以此结论为依据，为电子商务企业的发展提出有效建议。

关键词：B2C电商；感知质量；顾客满意；消费者行为意向

A Comparative Study on the Influence of Different B2C Electric Merchants 'Perceived Quality on Consumers' Behavior Intention

Abstract：With the popularity of Internet technology, e-commerce has gradually risen, and the traditional consumption patterns have changed. Online shopping has become the normal form of consumer daily consumption. Previous studies have shown that the quality of service providers has a positive impact on consumer online shopping attitude or behavior, but based on the whole process from the end of the transaction to the end of the perception of perceived power quality of the impact of consumers is not yet perfect. Therefore, this paper combines the five dimensions of perceived service quality with the actual situation of electric service at the present stage, and transforms the five dimensions into four dimensions of perceived service quality and focuses on the analysis of consumers in consumer behavior intention And the introduction of the adjustment of a customer satisfaction, to explore the perceived quality of consumer behavior intentions. At the same time, select the online shopping market development of B2C e-commerce market faster as the research object, by Tmall, the two Jingdong occupy a major share of the market of the B2C business enterprise as an example, based on relevant theories at home and abroad, the comparative analysis of the two major electricity supplier impact on consumer behavior intention in the sense of what different knowledge service the quality, which leads to huge differences in market share. Finally, based on this conclusion, for the development of e-commerce enterprises to make effective recommendations.

Keywords: B2C electrician；perceived quality；customer satisfaction；consumer behavior intention

目录

0引言 1

1文献综述 2

1.1感知服务质量理论综述 2

1.1.1服务质量 2

1.1.2感知服务质量 3

1.1.3B2C电商服务质量 3

1.2感知服务质量相关维度 3

1.3消费者行为意向理论综述 4

1.3.1消费者行为意向 4

1.3.2消费者行为意向影响因素 5

1.4感知质量对消费者行为意向的影响综述 6

1.4.1感知质量对消费者行为意向的影响 6

1.4.2顾客满意 6

1.4.3顾客满意的调节作用 7

2研究设计 7

2.1研究变量 7

2.2研究假设 8

2.2.1感知电商服务质量与消费者再购意愿关系 8

2.2.2顾客满意对感知电商服务质量与消费者再购意愿的调节作用 9

2.3研究模型 9

2.4问卷设计 10

2.4.1变量测量维度与问项 10

2.4.2问卷编制 12

3实证分析 12

3.1样本基本特征描述 12

3.2信度与效度分析 14

3.3相关性分析 15