Mechanism Of C2c E-store Service Quality And Customer Loyalty

Electornic commerce is gaining tremendous impetus to develop globally due to the development of Internet technology.With the development of network technology and customers' acquaintance with the Internet,applications of electronic commerce of all kinds are developing swiftly.In the aspect of consumer-to-consumer(C2C) electronic commerce,C2C online purchasing becomes a brand new business model after business-to-consumer(B2C)model.Thus,the market share of domestic C2C and the sum of online users is growing rapidly.With the appearance and application of third party payment platform and credit appraisal system,the obstacles that hamper the development of C2C electronic business are gone.The rapid development and tremendous potential profit contribute to the more and more fierce competition among C2C trade platforms,and the numerous e-stores based on these platforms well up.The survival of C2C e-commerce platform relies on the sellers' continued use;while the sellers' survival depends on the buyers' loyalty. Hence,the C2C e-stores' consumer loyalty is not only vital to the survival and development of specific e-stores but also one of the deciding factors of C2C e-commerce platform's healthy operation.However,with the popularization of Internet and the development of maturity of the Internet users,e-stores should provide their consumers with excellent online shopping experience;otherwise customers can swiftly shift to their competitors just with a click of mouse.Thus,the consumer loyalty of C2C e-store is especially important.There are plenty of previous researches on service quality,definition of electronic service quality and its measurement,and the relationship among service quality,consumer trust,consumer satisfaction and consumer loyalty,but there is no research on the influence mechanism of e-service quality on consumer loyalty in the context of C2C e-commerce.In order to explore the relationship between e-service quality and consumer loyalty in this brand new context,this paper conducts an empirical research,based on related research,and gets the following three results.1.Measurement system of C2C e-shop service quality is constructed based on classical measurement tools.Through factor analysis,this study shows that the service quality based on C2C e-store can still be divided into five dimensions:tangibility,responsiveness,reliability, assurance and empathy.The result provides the basis for the follow-up study.2.The influence mechanism of e-service quality on consumer loyalty in the C2C e-store context is put forward.Service quality is defined as independent variable,and consumer loyalty as dependent variable,with consumer trust and consumer satisfaction as mediator,then linear regression analysis is conducted.The study suggests that,in the context of C2C e-store,service quality has strong direct positive effect on consumer loyalty, meanwhile has indirect positive effect via consumer trust and consumer satisfaction, and that consumer trust and consumer satisfaction have direct positive effect on consumer loyalty.Meanwhile,the study shows the direct positive efffcet of consumer trust on consumer satisfaction.3.Explore the differences of the influence mechanism of service quality on consumer loyalty under different group variablesIn this study,we divide data into two sub-groups respectively according to gender,age,educational background and Internet maturity,and then conduct linear regression respectively.The results show confirmation with the former study.But there are several differences between sub-groups with same partition criteria.(1)Linear regression based on genderCompared with female group,within male group,service quality holds stronger direct influence on consumer satisfaction and consumer loyalty,and so is it with the influence of consumer trust on consumer satisfaction.Also within the male group,the responsiveness factor of service quality holds significant positive influence on consumer loyalty,while this factor doesn't works significantly towards consumer loyalty within the female group.In the influence mechanism of service quality on consumer satisfaction,compared with female group,three dimensions of service quality,tangibility,reliability and empathy,hold stronger positive influence within male group,and so with the influence of tangibility and reliability on consumer trust.(2)Linear regression based on ageIn the study,the author divides the investigation samples into two groups according to whether he or she is "less than or equal to 24 year-old" or "more than 24 year-old".In contrast to the younger group,within the elder group,the direct influences of service quality on consumer satisfaction,consumer trust,and the reliability dimension of service quality on consumer loyalty and consumer satisfaction are much stronger.Compared with the elder group,within the younger group,the direct influence of the assurance dimension of service quality on consumer satisfaction and the direct influence of the predictability dimension of consumer trust on consumer loyalty are relatively stronger.(3)Linear regression based on educational background Compared with non-postgraduate group,within the postgraduate group,the direct influence of consumer trust on consumer satisfaction is stronger;at the same time,the influences of tangibility dimension of service quality on consumer loyalty, consumer satisfaction and consumer trust are also stronger.However,in contrast with the postgraduate group,within the non-postgraduate group,the direct influences of service quality on consumer trust and of consumer trust on consumer loyalty are much stronger.Meanwhile,the direct influences of the reliability dimension of service quality and the empathy dimension of consumer trust on consumer loyalty are also stronger.(4)Linear regression based on the time length of Internet usageCompared with short time length of Internet usage group,within the long time length Internet usage group,the direct influence of service quality on consumer loyalty is stronger,and the direct influences of tangibility dimension of service quality on consumer loyalty and on consumer trust are also stronger.Compared with long time length of Internet usage group,within the short time length Internet usage group,consumer trust holds stronger influence on consumer loyalty and consumer satisfaction.