The Research On Relationship Of On-line Consumer Behavior And Electronic Commerce Service Quality

Online shopping has increased rapidly as a new direct interactive shopping channel that has some major advantages made it highly attractive for commercial use:cheap and instantaneous communication with global customers;customization of communication and marketing to individuals;and instantaneous distribution of information products.Under the context of Internet,more and more consumers are concerned with online shopping.As a result,a new type of online consumer behavior,completely different from the traditional consumer behavior has come into being.This kind of internet-based consuming behavior has attracted wide attention from the theoretical circle and prompted a lot of researches at home and abroad. Incidentally with online consumer behavior, electronic commerce emerges as the times require,and its service quality becomes the main choke point to limit the development of corporation. So the electronic commerce service quantity is an important key for a successful business enterprise. For keeping the existing consumer and drawing on the new consumer, it is very necessary and worthy to carry on the research on relationship of the on-line consumer behavior and electronic commerce service quality.The first section of this dissertation is literature review on the trends of the research on consumer behavior and related theories. From the consumer's angle, we change the key variables that influence consumer on-line shopping decision, that is to say, the shopping attitude, the behavior intention to the research object, under the attitude- intention- behavior model frame; we establish the brief consumer behavior model.The next in order this dissertation introduces the related research of the service quantity theories,based on reading a large number of documents,analysis and induction,according to the SERVQUAL model and SERVPERF model, as well as combining consumer's commentary of the on-line shopping in our country, we put forward the main factors of the electronic commerce service quantity: usability, reliability, reactivity, security, empathy and creditability.Finally according to the brief consumer behavior model, electronic commerce service quantity and its six main factors, this dissertation builds up the relation model of the on-line consumer behavior and the electronic commerce service quantity, and uses the software of spss14.0 to carry on the analytical examination to the model, gets conclusion finally. In this research, we insist on integrating the normative and empirical research. Base on reading a large number of documents,analysis and induction,we put structural questionnaire as the scale tool, issuing 200 questionnaires at the changchun region in March , 2007, to investigate the customers who purchased product or service on the net. This dissertation define the consumer for the final consumer, informants are the final consumer, not corporation.Till April 1, 172 questionnaires were collected, got rid of 52 questionnaires that unfinished questionnaires (such as, all questions choose the same answer or have many missing questions), there were totally 120 valid questionnaires, the valid reclaim rate is 60%. From the final consumer's angle, we discuss the main factors of the electronic commerce service quantity, and base on this, we discuss the relationship of the on-line consumer behavior and electronic commerce service quality. The main contents are: Usability, reliability, reactivity, security, empathy and creditability.Chapter 1 is the prolegomenon; it concentrates on the main points. In this part, we introduce the research background, the meaning of choosing thesis, research status home and abroard, contents, way of thinkings and frame.Chapter 2 introduces the research of on-line consumer behavior, we introduce three kinds of consumer behavior patterns first, immediately after the point we introduce the on-line consumer behavior model of attitude, intention, on this foundation, we put forward the the brief on-line consumer behavior model ,finally we introduce the influence factor of the on-line consumer behavior.Chapter 3 introduces the related theories of electronic commerce service quantity, we introduce the measuring model of the service quantity first, then we introduce the content of the electronic commerce service quantity and the dimensions of electronic commerce service quantity.In this dissertation we identify that usability, reliability, reactivity, security, empathy and creditability as the dimensions of electronic commerce service quantity.Chapter 4 is experimental analysis part, and it is also the emphasis part. First we bulid the relation model of the on-line consumer behavior and the electronic commerce service quantity based on analysis of the first two chapters, at the same time we put forward the model assumption, then, the experimental analysis is applied, we use the software of spss14.0 to carry on the analytical examination to the model , we get conclusion finally.Chapter 5:The conclusion part, in this part we get the relationship between the on-line consumer behavior and the electronic commerce service quantity.But because of the restriction of my knowledge, the research still exist some shortage, we should improve it in latterly research.The research on consumer behavlor is fairly new and many aspects of its theoretical system are still under develoPment and Perfection.online retalling has become PoPular only until recent years and many of the researches about online consumers have just started.As a result,we have very few researeh findings to refer to.The purpose of this dissertation lies in discussing the on-line consumer behavior and the electronic commerce service quantity, we want to investigate the on-line consumer behavior to promote the electronic commerce service quantity, and this research will contribute to the business enterprise in the appropriate moment, take the appropriate marketing strategy, and provide to draw lessons from the business activity.Therefore, we expect that this research can contribute to the development that the business enterprise is engaged in the market of B-C, we offers a few ordinary introductory remarks so that others may offer their valuable ideas.In conclusion, this dissertation is an introduction of the relation of the on-line consumer behavior and the electronic commerce service quantity, the following research may do the work includes:(1) The research object of This dissertation is the final customer, the main body of the research is the individual consumer, although the differentiation between the individual consumer and the industry customer is not very big, the trade amount of the on-line B- B is very big, therefore the research on industry user also will have the significance to the electronic commerce service quantity. The comparison of the industry user and the consumer sensation grade of service will be allowed to take the future direction.(2) The influence of the electronic commerce service quantity upon the on-line consumer behavior is a dynamic process, in the customer shopping different stage, the measuring factors of the electronic commerce service quantity is incompletely same. In order to study the electronic commerce service quantity better, you can study the relationship between the on-line comsumer behavior and electronic commerce service quantity according to the customer purchase different stage.