B2C环境下感知服务质量与顾客满意度的关系研究

105200810()JournalofBUPT(SocialSciencesEdition)Vol10,No5Oct2008:2008-10-05:(1961-),,,B2C吴冠之1,张艳妍2(1.,100872;2.,100084):,SERVQUAL,,,,,:;;SERVQUAL;;:F719;F71336:A:1008-7729(2008)05-0001-05(CNNIC,2008),200712,21,7300,(18~40693%),(362%)B2C2006!,B2C413,326%,606%,179%,453%,211%;350,12%,58%;1200,3441%,415%,B2C(OliverRL),,[1],,,∀#∀#,,,,(GrnroosC.),[2],SERVQUAL[3]SERVQUAL,,B2C,,B2C11.基于感知服务质量的满意度,(Parasuramanetal),[3](Woodsideetal),,[4](BradyMK&CroninJJ),,[5],,,,[6],(SzymamskiDM&HiseRT),,[7](LeeMKO),[8](Srinivasanetal)8,[9](LinCS&WuS),,[10][11]2.基于顾客信任度的满意度B2C,SERVQUAL(Lietal),SERVQUAL5[12](Balasubramanianetal)SERVQUAL,,[13],,,,,,,SERVQUAL5,,[14]1.测量维度选择,,SERVQUAL5,B2C,,9,(X1)(X2)(X3)(X4)(X5)(X6)(X7)(X8)(X9),(P=0000),KMO0917,23703992,,X1~X978844%,2()20085,,B2C,(Y1),(Y2)2.测量维度的调整B2C,(X8),,,,,3.假设及模型构建(1),,,,,,[13],:H1:(2),,:H2:(3),[13],[14],:H3:,,:H31:H32:H33:H34:1B2CH35:H36:H37:(4),[7]:H4:,B2C,13:B2C(CNNIC),,;20~40,,,600,478,54,424,706%,507%493%,20~40,,CNNIC(2008)1.样本数据的信度与效度分析,Cronbach07(07~098),0351,Cronbach0770,,,,,(AVE)05,1Cronbach(AVE)/(X1)0791085422(X2)0801082192(X3)0812075893(X4)0786083802(X5)0824080353(X6)0898060724(X7)0795074333(X8)0775074123(X9)0867085723(Y1)0851087103(Y2)08660875832.验证性因子分析及模型检验,,,∀#(t107;p=0025),,H37,∀#4()200852B2C,,∀#(t390;p=0000),,2/df2427(2~5),;RMSEA=0066,008,;GFI=093;NNFI=090;CFI=091;IFI=092,09,,,t(t2),2,,B2C,,,∀#055,,,,,,,,:,,,,,B2C8,,,:[1]OliverRL.ACognitivemodeloftheantecedentsandconsequencesofsatisfactiondecisions[J].JournalofMarketingResearch,1980,17(4).[2]GrnroosC.Aservicequalitymodelanditsmarketingimplications[J].EuropeanJournalofMarketing,1984,12(8).[3]ParasuramanA,ZeithamlVA,BerryLL.Communicationandcontrolprocessinthedeliveryofservicequality[J].JournalofMarketing,1988,52(2).[4]WoodsideAG,FreyLL,DalyRT.Linkingservicequality,customersatisfaction,andbehavioralintention[J].JournalofHealthCareMarketing,1989,9(4).[5]BradyMK,CroninJJ.Somenewthoughtsonconceptualizingperceivedservicequality:ahierarchicalapproach[J].JournalofMarketing,2001,65(7).[6].[J].,2003,23(1).[7]SzymamskiDM,HiseRT.E-satisfaction:aninitialexamination[J].JournalofRetailing,2000,76(3).[8]LeeMKO.AcomprehensivemodelofInternetconsumersatisfaction[A].HongKong:CityUniversityofHongKong,1999.[9]SrinivasanSS,AndersonR,PonnavoluK.Customerloyaltyine-commerce:anexplorationofitsantecedentsandconsequences[J].JournalofRetailing,2002,78(1).[10]LinCS,WuS.Exploringtheimpactofonlineservicequalityonportalsiteusage[C]//Proceedingsofthe35thHawaiiInternationalConferenceonSystemSciences.Hawai:i[s.n.],2002.[11],.[J].,2006,19(1).[12]LiYN,TanKC,XieM.Measuringweb-basedservicequality[J].TotalQualityManagement,2002,13(5).(下转第36页)5:B2CJournalofConsumerResearch,1994,(21).[20]TillBD,ShimpTA.Endorsersinadvertising:thecaseofnegativecelebrityinformation[J].JournalofAdvertising,1998,(27).[21]TrippC,JensenTD,CarlsonL.Theeffectsofmultipleproductendorsementsbycelebritiesonconsumers∃attitudesandintentions[J].JournalofConsumerResearch,1994,(20).TheeffectsofcelebrityandbrandoriginonChineseconsumers∃attitudetowardspurchaseintentionHUANGGuang1,FANQi-feng2,ZHOUYan-feng3(1.SchoolofTaxation&PublicFinance,GuangdongUniversityofBusinessStudies,Guangzhou510320,China;2.NanjingBranch,ChinaMobileInc.,Nanjing210100,China;3.SchoolofBusiness,Sun-YatsenUniversity,Guangzhou510275,China)Abstract:Theobjectofthisstudyistoexploretheeffectsofbrandoriginandcelebrityonconsumers∃attitudetowardthebrand,productevaluationandpurchaseintention.Thisstudycollectsdatathroughthebetweensubjectsexperimentresearchmethodandinterceptinterview.Intheaspectofindependencevariables,wedividedcelebrityintothreedimensions:Americancelebrity,ChinesecelebrityandChinesenon-celebrity.Asregardsbrandorigin,wedivideditintotwodimensions:ChinesebrandandWesternbrand.Theresultsindicatethatbrandoriginhassignificanteffectsonthethreedependentvariables,andcelebrityonlyhassignificanteffectonconsumer∃sattitudetowardthebrand.Meanwhile,brandoriginandcelebrityhavesignificantinteractioneffectonconsumer∃sattitudetowardthebrand.Finally,thearticlepointsoutthemarketingapplicationsofthefindings.Keywords:celebrity;brandorigin;brandattitude;qualityperceptive;purchaseintention(上接第5页)[13]Balasubramanian,KonanaP,MenonNM.Customersatisfactioninvirtualenvironments:astudyofonlineinvestingsridhar[J].ManagementScience,2003,49(7).[14],.B2C[J].,2005,8(6).ResearchonrelationshipbetweenperceivedservicequalityandcustomersatisfactioninB2CenvironmentWUGuan-zhi1,ZHANGYan-yan2(1.SchoolofBusiness,RENMINUniversityofChina,Beijing100872,China;2.Post-DoctoralWorkstation,thePeople∃sInsuranceCompanyofChina,Beijing100084,China)Abstract:ThetraditionalSERVQUALscalesformeasuringcustomerperceivedservicequalityhasbeennolongeradaptedtothecharacteristicsofonlineservices,andtheoriginaldimensionsofSERVQUALscalescannotexplaintheformationofcustomersatisfactioneffectively.Thisarticleintroducescustomertrustasendogenousvariablesintothecustomersatisfactionmodels,andmodifiesthedimensionsrelatedcustomerperceivedservicequalityinordertoestablishesmodelsamongtheperceivedservi