An Empirical Study On The Relationship Between E-service Quality Perception And Customer Postpurchasing Behavioral Tendencies

With the development of e-commerce technology and the change of people’s shopping conception, the development of the online shopping develop rapidly, and the competition between online stores is also fierce. For online stores, under the Internet environment, both opportunities and threats exist, how to improve the customers’ positive emotions and reduce their negative emotions effectively, and increase customer repeat purchase and WOM (word of mouth) are the preconditions and foundations of the survival and development of the online stores.While there was general acknowledgement that service quality perception is an important driver of customer satisfaction, there is very litter study on the dimensions of the E-service quality. And the existing researches have many defects, the vast majority of researchers only studied the impact of E-service quality on the customers’positive emotions. However, the customers are complex, they may have a different mood when shopping, there is little literature take into account the customer positive emotions (satisfaction) and negative emotions (regret) simultaneously. Based on a literature review and analysis, Constructing a model of transmission mechanism between the E-service quality perception and after purchase behavior tendencies.and take the customer safety, personnel services and web design as the three dimensions of the E-service quality perception of the model, and regard those three dimensions as the antecedents of customer satisfaction and regret, and repeat purchase and WOM as the outcome variables of the emotion. At last, take three colleges’students in Tianjin as samples for the empirical analysis.The results show that:the perception of three dimensions (customer safety, personnel services and web design) significant positively effect customer satisfaction, and the impact of personnel services is the most significantly; amone the three dimensions, only the personnel service perception and customer regret exist a significant negative relationship; customers regret effectively reduce customer satisfaction; satisfaction significantly positive impact on the customers’ repeat purchase and word of mouth; regret significantly negative effect on customer repurchase; there is no significant relationship between regret and WOM; in addition, according to the revised model, the perception of customer safety influence customer word of mouth effectively.