The Impact of Service Quality and Relationship Quality on E-shop Brand Image
With the rapid development of internet,shopping online has become one of the mainstream patterns for consumption.As E-consumers will not trust and go shopping from E-shops so easily,building up a good brand image for E-shop to gain the trust from E-consumers become very necessary.Based on 143 questionnaires from Chinese netizens who have the E-shopping experience,this paper implements a structural equation model to test whether and how service quality and relationship quality with E-consumers take effect on the establishment of E-shop brand image.The result shows that service quality has direct positive impact on relationship quality with E-consumers but no direct positive impact on E-shop brand image.In addition,relationship quality plays an intermediary role between service quality and E-shop brand image,and has direct positive impact on E-shop brand image,which indicates that relationship quality is very important to E-shop for brand image building up and increasing E-consumersbuying frequencies.
service quality relationship quality e-shop brand image empirical study
Ming Chen Jianming Zhou Tingxi Li
School of Business AdministrationSouth China University of TechnologyGuangzhou,P.R.China School of Economics and ManagementBeijing University of TechnologyBeijing,P.R.China School of Economics and Management Beijing University of Technology Beijing,P.R.China
国际会议
北京
英文
2008-10-12（万方平台首次上网日期，不代表论文的发表时间）