摘要
针对国内进口跨境电商平台发展迅速,其服务质量成为塑造平台良好口碑的一大瓶颈,并影响平台内消费者的重复购买率,建立服装跨境进口电商平台服务质量和重复购买意愿之间的关系模型。通过问卷调研,采用基于AMOS统计分析软件的结构方程模型验证服装跨境电商平台服务质量与重复购买意愿之间的影响关系。研究发现:服装跨境电商平台服务质量直接或间接影响消费者重复购买意愿;环境质量对感知质量以及重复购买意愿不产生直接影响效应,补救质量对忠诚度以及重复购买意愿不产生直接影响效应;传递质量、结果质量、权益保障质量对消费者重复购买意愿均具有直接或间接影响效应。同时为服装跨境电商平台的服务质量完善提出相关对策建议。
In response to the rapid development of domestic imported cross-border e-commerce platforms,their service quality has become a major bottleneck in shaping platforms reputation,and has affected the repurchase rate of consumers on platforms.A model of the relationship between service quality and consumers willingness to repurchase on clothing cross-border import e-commerce platforms was established.Through questionnaire research,the structural equation model based on AMOS statistical analysis software was used to verify the relationship between the service quality of clothing cross-border e-commerce platforms and the willingness to repurchase.The study finds that:the service quality of clothing cross-border e-commerce platforms directly or indirectly affects consumers repurchase intention;environmental quality does not directly affect the perceived quality and repurchase intention,the remedial quality does not directly affect loyalty and repurchase intention;and quality of delivery,quality of results,and quality of rights protection all have direct or indirect effects on consumers repurchase intentions.Relevant countermeasures and suggestions are put forward for the improvement of the service quality of clothing cross-border e-commerce platforms.
作者
崔筱婷
曲洪建
CUI Xiaoting;QU Hongjian(College of Clothing,Shanghai University of Engineering Science,Shanghai 201600,China)
出处
《东华大学学报（自然科学版）》
CAS
北大核心
2021年第4期123-134,共12页
Journal of Donghua University(Natural Science)
基金
上海工程技术大学研究生科技创新项目(0239-E3-0903-19-01395)。
关键词
服务质量
感知质量
满意度
忠诚度
重复购买意愿
service quality
perceived quality
satisfaction
loyalty
repurchase willingness
