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The Study on the Relationship of B2C Website Service Quality and Consumer Purchasing Intention

Author: LiYan
Tutor: WangXiCheng
School: Guilin University of Electronic Science and Technology
Course: Business management
Keywords: B2C e-commerce website service quality consumer purchasing in-tention
CLC: F713.36
Type: Master's thesis
Year: 2009
Downloads: 331
Quote: 2
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Abstract


With the rapid development of the Internet, B2C e-retail as a new commerce modelhas been gradually accepted by more and more Internet users. Faced with the fiercemarket competition, it’s necessary for B2C corporation to learn how to use limitedresource to gain more potential consumers.Since the importance of service quality to e-commerce has matured, most scholarsgradually agree that the service quality of e-commerce could a?ect the on-line cus-tomer’s purchasing intention. Based on this, B2C corporation should find out the mainfactors of service quality that in?uence customer purchasing intention, and establishcorresponding improved measure to enhance the service quality.On the basis of correlative research of e-commerce service quality and on-lineconsumer behaviour, combining e-commerce industry characteristics, this study putsforward the model and the hypotheses about the relationship of B2C service qualityand consumer purchasing intention. To validate the model and the hypotheses, thedemonstration takes Beijing area college student and youthful employees as object ofquestionnaire, and uses SPSS statistical software analyzing the acquired data. Empir-ical studies draw the conclusion that the four factors of B2C website service quality allhave a positive impact on consumer purchasing intention, and the sequence in degreeand size is as following: website usability, website empathy, website interaction andwebsite appearance design. At last, this study gives some specific advices based onthe research results to improve B2C service quality and promote customer purchasingintention.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Sale of goods > E-commerce,online trading
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