Research On Construction And Evaluation Of O2O Web Service Quality Index System Based On SEM

With the development of Internet technology and the promotion of information technology in various industries,e-commerce has maintained a rapid growth.The Internet industry has become one of the important industries of national economy in China,and the competition between Internet companies is becoming more and more intense.In order to maintain the advantage in the fierce market competition,the improvement of the service quality will be the point of the enterprise in the competition.Obviously,the improvement of the service quality will become the focus of enterprise management.Different scholars have carried on the research to the service quality from different angles,has made many contributions to the electronic commerce service quality research.While with the development of O2 O business model,the new business model of the birth of a new service features.This article is combined with the characteristics of O2 O business model,using structural equation model and grey comprehensive evaluation method to evaluate the quality of service of O2 O website.First of all,through the research on the quality of service and the quality of the electronic commerce service quality,we propose the electronic commerce service quality system which has the characteristic of O2 O.Then,according to the theory of service quality,combining with the reality of electronic commerce,using the structural equation model and AMOS software to construct the O2 O website service quality index system model and the rationality of the model is verified by using the two order confirmatory factor analysis.The comprehensive evaluation model of service quality of O2 O website is established by using the index system and the grey comprehensive evaluation model.Finally,the service quality of the large O2 O site is evaluated,based on the evaluation results,which provide some feasible suggestions for improving the service quality of the existing O2 O website.