| For Internet platform companies,the real concern is whether their services can bring value to the platform enterprises and the value brought by the size.With the rapid growth of the size of the online trading market and the wide application of price promotion strategies,the role and position of services in the Internet business are becoming more and more important.Online consumers are more inclined to compare the quality of service of various Internet platforms in all aspects.A platform company that can have a healthy development in service is more likely to be among the best in the industry and to seize the opportunity of the future market.Therefore,platform enterprises want to have a foothold in the fierce network competition in the future development,and the first priority is to improve the perception of visitors and the service quality of platform enterprises,while the quality of website services is an important part of the quality of Internet business services.According to the literature review,most of the existing studies have studied the evaluation of website service quality and its impact on visitors,and have not studied the influence mechanism of website service quality on the value of internet platform companies.This article begins with the theory of combing website service quality and the existing research results of the relationship between website service quality and corporate value,and summarizes and puts forward the classification of website service quality,namely,six quality characteristics: the proper website design,the availability of information content,the reliability of website system,the security of visitors' privacy,visitor pleasure and website compensation,specifically,and the specific measurement indicators of the various quality features of the website service quality are as follows: the proper website design has five specific measurement indicators;the availability of information content has six specific measurement indicators;the reliability of website system has three specific measurement indicators;the security of visitors' privacy has six specific measurement indicators;visitor pleasure has three specific measurement indicators;website compensation has four specific measurement indicators,and puts forward the hypothesis of the relationship between the quality characteristics of website service quality and the enterprise value of internet platform:(1)the proper website design inspires visitors' interestin visiting web pages and thus has a significant impact on the value of the platform companies;(2)the availability of information content helps visitors to make Network trading decisions and thus has a significant impact on the value of the platform companies;(3)the reliability of the website system can reduce platform customer acquisition costs and increase operating revenue and thus have a significant impact on its value;(4)the security of visitors' privacy can improve the platform company's reputation and thus has a significant impact on its value;(5)visitor pleasure can stimulate visitors' enthusiasm for consumption and stimulate consumer demand and thus have a significant impact on the value of platform companies;(6)website compensation can help increase the sense of visitors' trust and loyalty to the platform companies and has a significant impact on their value.On this basis,this paper selects 40 listed companies of online trading platform by using the method of questionnaire survey,and takes the enterprise value as the explanatory variable,and takes six quality characteristics of the proper website design,the availability of information content,the reliability of website system,the security of visitors' privacy,visitor pleasure and website compensation as explanatory variables;and based on data obtained from questionnaires and databases,exploratory factor analysis was carried out by SPSS statistical software,and confirmatory factor analysis was carried out by stata software,and ccording to this,structural equation model was established.And based on the analysis and test of empirical results,the research findings on the impact of website service quality characteristics on the value of platform companies were obtained,among them: the availability of information content and the security of visitors' privacy have a significant positive correlation with the value of platform companies;there are no significant positive correlations between the four aspects of the proper website design,the reliability of website system,visitor pleasure and website compensation,and based on this conclusion,the relevant policy recommendations are put forward. |
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