An Study On Service Quality's Impact To Corporate Reputation Under E-Commerce Condition

As an effective business model, E-commerce has been achieved rapid development in recent years.However, e-commerce services'low level quality now, has become a bottleneck which is restricting the development of e-commerce in China. At the same time, there are studies that show good corporate reputation has significant influence on the occurrence and completion of internet-purchase behavior in uncertaint e-business environment. In the e-commerce environment, the service quality perceived by consumers has a clear affect on their evaluation to online businesses and cognitive. This study explore the impact relationship between quality of e-commerce services and corporate reputation.At the basis of researching the contents of previous studies, classify and summarize previous results. According to actual needs, this study redefinite corporate reputationt. Corporate reputation is essentially a kind of attitude structure which comes from the evaluation to corporate of various types of corporate's stakeholder groups. Build the reputation and quality of e-commerce service measure system. This study use the corporate reputation measure system built by Liu Liang (2005); The quality of e-commerce services system measure of under the traditional system is built on the basis of two classic model of service quality measurement:SERVQUAL, SERVPERF, while consumer behavior characteristics in network has been concerned also.Then, construct the oretical model,provide original hypothesis, design measurement scale and send questionnaires for collecting sample data. Structural equation modelling is used to explore e-commerce service quality elements' impact mechanism on corporate reputation. The empirical analysis isfinished in Lisrel and Spss.Finally, to make conclusion to research results of the theoretical model and original assumptions. The conclusion shows that e-commerce companies can improve service quality to enhance the enterprise's reputation.Then this study analyzes the possible reasons and practical significance about the conclusion, shortcomings of this study also. At last, a more scientific conclusion is supposed to be achieved by proposing in-depth research on different kinds of enterprises, corporate reputation and e-commerce service quality scale.