B2C社交电商平台顾客在线购物体验质量测量与实证研究

基于在线文本挖掘获取11 368条B2C社交电商平台顾客在线评论信息，通过八爪鱼软件和ROST-CM的规范化处理获得详实可用数据；基于扎根理论构建B2C社交电商平台顾客在线购物体验质量（QoE）测量维度概念模型；开发测量量表，通过SPSS 22.0和Amos 21.0对来自用户的687份有效样本数据进行分析，得到对概念模型的验证性结果，结果表明B2C社交电商平台顾客体验质量包含内容质量、系统质量、交易质量和结果质量四个维度，其中内容质量包含信息质量、呈现质量两个子维度；系统质量包括稳定性、功能性和安全性三个子维度；交易质量包括用户服务、易用性、可选择性、可靠性四个子维度；结果质量包含口碑效应、主观态度、效用价值三个子维度。

A Measurement and Empirical Research on Quality of Experience (QoE) of Customer' Online Shopping from B2C Social e-commerce Platform in China

Based on online text mining, 11 368 pieces of customer online review information from B2C social e-commerce platform was obtained. Detailed and available data were obtained through Octopus software and ROST-CM standardized processing. Based on grounded theory, the conceptual model of measurement dimension of Quality of Experience (QoE) of customer’ online shopping from B2C social E-commerce platform was built. A measurement scale was developed, and 687 valid samples from users were analyzed through SPSS22.0 and AMOS21.0 to obtain the verification results of the conceptual model. The results show that Quality of Experience (QoE) of customer’ online shopping from B2C social E-commerce platform contains four dimensions: content quality, system quality, transaction quality and result quality, in which content quality includes two sub-dimensions of information quality and presentation quality; system quality includes three sub-dimensions of stability, functionality and security; transaction quality includes four sub-dimensions of user service, ease of use, selectivity and reliability; result quality includes three sub-dimensions of word-of-mouth effect, subjective attitude, and utility value.