The Effect of Service Guarantees on Service Quality of Online Merchants

摘要：

　　The paper attempted to study the effect of service guarantees on service quality in online environment.Based on the evaluation model of e-service quality which was demonstrated in previous works, we considered the quality of e-services in four aspects including information, interaction, process and outcome quality.The moderating variable in our research is business reputation.By analyzing the secondary data collected from Taobao, our results implied that the better service guarantees bring significantly positive impacts on information quality and interaction quality of online merchants.Moreover,compared with high level reputation, lower level reputation will strengthen the effect of service guarantees on the interaction quality.Finally, some suggestions were put forward to improve service qualities for online retailers.

关键词： service guarantees service quality business reputation

作者: Hong Peng Wei Jiang Rong Lei

作者单位: School of Business Administration, Zhongnan University of Economics and Law, China

会议类型: 国际会议

会议名称: The Thirteenth Wuhan International Conference on E-Business(第十三届武汉电子商务国际会议)(WHICEB2014)

会议地点: 武汉

会议语种:英文

页码: 58-65

在线出版日期: 2014-05-31（万方平台首次上网日期，不代表论文的发表时间）