The Effects Of E-service Quality And Perceived Value On Consumer Trust Of Community O2O

With the integration of traditional service industries and the Internet, "lazy economy" and "home economy" have become increasingly prominent. And the Internet has gradually penetrated into all areas of people’s lives, such as catering, beauty industry, housekeeping, laundry, etc. Community O2 O, as a new business modality, has entered a high-speed development period. However, the network virtual property exists in community O2 O, and the information between consumers and platform is asymmetric. Therefore, consumer trust of community O2 O is complex, and difficult to understand, and it also affects the continuance intention of consumers to use the community O2 O platform.Starting from the E-service quality and perceived product quality, this paper explores the effects of the two variables on perceived value and consumer trust, and studies the mediating effect of perceived value. Firstly, this paper reviews the literatures and theories relevant to the E-service quality, perceived value and consumer trust, and puts forward the research model and hypotheses. Secondly, this paper defines concepts and develops the measurement scales, including E-service quality, perceived product quality, perceived value and consumer trust, and does the empirical research in the form of questionnaire. Finally, this paper carries data analysis by SPSS16.0 and gets the study results, and presents corresponding management suggestions for community O2 O.According to the research results, the effect of website usability on perceived value and consumer trust is not significant. Information quality, service interaction and perceived product quality can influence perceived value and consumer trust significantly and positively. The effect of perceived value on consumer trust is significantly positive. And the mediating effect of perceived value was also verified. Therefore, community O2 O can enhance consumer trust by promoting the E-service quality, perceived product quality and perceived value. And the community O2 O platform can focus on the priorities of three dimensions when upgrading the E-service quality.