| As an important part of the era of Internet, Electronic Commerce is playing an increasingly important role, and online shopping has gradually become a part of people’s daily life. With the popularization and maturity of electronic commerce technology, the Third Party E-commerce Platform has also been rapidly developed. It provides a convenient platform for Chinese suppliers and consumers to conduct online tradings. As the provider of online trading platform, the Third party e-commerce platform takes advantage of its perfect mechanism of supervision and guarantee to effectively reduce the costs and risks of online tradings. At the same time,the efficient and convenient organization design and service will be able to attract more buyers and sellers users to join in the platform. However, with the rapid development of the C2 C tradings, the competition has become even more intense during the third party e-commerce platforms. How to attract more sellers and buyers is the key to the competition during the e-commerce platforms, good quality of service is undoubtedly able to help the e-commerce platform win the competition.Santo S(1993) put forward two kinds of electronic service quality, the website design and website operation quality, both affecting the user’s overall evaluation on the service quality.On the basis of reference to domestic and foreign related literature and practical background, this paper divides the service quality of Third Party E-commerce Platform into two categories: technical quality and regulation quality. Starting with the sellers, this paper proposes that in the different stages of the platform, the seller’s attention to the platform will change with the increase in online shopping experience.At the beginning of the establishment of the third party e-commerce sites, sellercustomers pay more attention to the transaction convenience, good technical quality such as interface, link, structure design, technology is conducive to electronic commerce early sellers in the transaction can make up for the defects of insufficient experience in trading. In the late period of third party e-commerce sites, with the accumulation of online shopping experience, the sellers need better regulation quality such as the ability to prevent low-quality low-cost, vicious competition, fake, repeated goods, brush the credibility, opportunistic behavior to meet their satisfaction and to establish long-term cooperation relationship. Based on the literature integration of e-commerce platform service, user satisfaction and experience in trading, this paper constructed the theoretical model of technical quality, regulation quality, user satisfaction and trading experience, and used empirical test to explore the relationship between them.Firstly, this paper verifies the effect of platform technical quality and regulation quality on sellers satisfaction, we can find that the platform technical quality and regulation quality have a positive effect on sellers satisfaction.Secondly this paper verifies the influence of trading experience on the relationship between the technical quality and the sellers satisfaction. The results showed that trading experience has negative adjustment on the relationship between technical quality and the sellers satisfaction, that with the increase of trading experience, the effect of technical quality and sellers satisfaction has been weakened.Finally, this paper verifies the influence of trading experience on the relationship between the regulation quality and the sellers satisfaction. The results showed that trading experience positively regulate the relationship between the regulation quality and the sellers satisfaction, namely with the increase of trading experience, the influence of regulation quality and sellers satisfaction is gradually increased.This paper makes a research on the relationship between the Third-party E-commerce Platform technical quality, regulation quality, the sellers satisfaction and trading experience, explores the influence of e-commerce platform technical quality,regulation quality and the sellers satisfaction. On the one hand this paper enriches the e-commerce platform service quality and customer satisfaction research, on theother hand it helps e-commerce platforms to better understand the needs of the sellers.In practice, this research can provide effective suggestions for the construction of the Third Party E-commerce Platform. It is proposed that the electronic business platform should increase investment in technology implementation at the beginning of the platform, and with the accumulation of the seller’s trading experience, electronic business platform should gradually increase the investment in the construction and improvement of the platform rule system, to meet the growing demand for the regulation quality of the sellers and the long-term development of the platform. |
PDF Full Text Request