Moderating Effects Of Service Quality On The Relationship Between Price, Credit And Online Stores’ Performance

In recent years, China’s online retail market transactions increasing more and more, online shopping has been integrated into many people’s lives, along with the rapid development of Chinese e-commerce market. In this context, scholars have begun to study the C2C online shopping. Many researches have been conducted, such as the factors that affect online store’s performance and online evaluation system, Etc. However, different industries have different features, even if scholars study the same factors to the online store’s performance, they draw very different conclusions, make the effect of various factors to the performance uncertainty. In addition, the existing studies pay more attention to the causal relationship between the variables, but ignore the variables of mediating effect or moderating effect study. Based on the above perspective, this paper takes Taobao3C digital shop as an example, and to study the impact on the performance of price and credit, which are the most important two factors of Taobao shop’s operation, as well as to discuss if the service quality have an significant moderating effect on the above-mentioned basic relationship.Based on previous researches, this paper presents the basic relationship assumptions and models between Taobao shop’s price, credit and performance, and builds a multi-group structural equation model by the group variable of the service quality. We collected Taobao’s transaction data to measure the four variables of price, credit, performance and quality, and then tested the reliability and validity of the variables by using Cronbach alpha coefficient and factor analysis. The results showed that the measurement indexes can reflect the variables better. In the process of verification, we first do the path analysis about the relationship model of prices, credit and performance by using Amos7.0. The results showed that price have an significant negative effects on the performance, and credit have an significant positive effects on the performance. Secondly, use the method of multi-group analysis to confirm the moderating effects of quality service. The results showed that service quality have a moderating effect on the relationship between price, credit and performance. When the service quality is in high level, the negative effects of price to performance is lower than in low level’s; and the positive effects of credit to performance is higher than in low level’s. Finally, based on the conclusions we put forward some suggestions to improve the online store’s performance.