Research On The Effect Of E-commerce Platform Service Quality On Seller Loyalty

With the rapid development of the Internet industry, online shopping platform ina more convenient, more extensive trading patterns breaks the traditional limitationsof time and space commercial activities, which is booming in the Chinese market andforms a huge impact on Traditional business. This new way of shopping is gettingmore and more consumers and becomes the mainstream domestic e-commerce model.The development of C2C e-commerce platform shows strong momentum, accountingfor more than80%share in the online shopping market. Currently C2C e-commerceplatform operating model is relatively simple and easy to imitate. In order to attract alarge number of sellers to set up shop on the platform, how to improve the quality ofservice to make online shopping platform show different characteristics is becomingone of the important factors that affect earnings. As a connection bridge, in order toprovide more choices for buyers and increase the total trading platform, C2Ce-commerce platform have to attract and retain more sellers. The user determines thesurvival and development of firm, besides loyal customers also reflect overalloperations iconic level and overall competitiveness. So this article will focus on therelationship between service quality and sellers loyalty settled on C2C e-commerceplatform, and regards trading experience as the moderator for empirical research. Byconstructing a theoretical model, this article explains the forming process of onlineshopping and provides theoretical guidance for the operator to optimize the allocationof resources and improve customer relationships.The seller are providers of goods and platforms users. Thesis stands with theuser’s point of seller, by analyzing of existing research on the C2C e-commerceplatform and combined with the characteristics of the online shopping platform andbuilding seller loyalty theoretical model. The theoretical framework perfectly showsthe relationship between the seller experience of regulation of Internet tradingplatform for quality of service and loyalty of various dimensions.This study is divided into three parts. First, introduce the platform fore-commerce theory, theory of quality of service, customer loyalty theory, the theory oftrading experience related research to establish the three dimensions to measuree-commerce platform service quality: the quality of decision support interface tosupport quality, mission support quality, and analyzes the relationship betweennetwork service quality and customer loyalty and the regulation of trading experience.Secondly, proposes theoretical framework and hypotheses, designing questionnaires.Finally, empirical research, through descriptive statistical analysis and other analysisways, discuss the relationship between variables in order to verify the hypothesis.This study reaches the following conclusions: Through empirical analysis ofvariables, thesis obtains that all the three dimensions of C2C e-commerce platformservice quality have significant impact on customer loyalty. Besides the level of support and influence the quality of the task> Decision Support the degree ofinfluence> the interface supports quality impact. The regulation of sellers tradingexperience between the user network platform service quality and loyalty seller hasbeen verified, with the increasing net trading experience, the relationship betweenquality of service network platform and seller loyalty shows a significant positiveimpact.Finally, based on the background of C2C e-commerce platform and factorsaffecting the seller loyalty, he paper proposes optimization strategy. The conclusion isof great value for the study of user behavior and platform operators marketingpractice.