基于线上服务质量的电子零售商品牌权益提升对策

在虚拟的网络世界里,顾客无法获取产品或服务的真实信息,与线下实体零售商相比难以鉴别真实状况。而电子零售商的线上服务质量是可以被消费者直接感知的,消费者会根据自己感知的服务效果作出购买决定,从而对电子零售商的品牌作出评价。基于SERVQUAL多维度量表,构建线上服务质量五维度量表,即易用性、可靠性、反应性、安全性以及履行性,并建立五个维度与电子零售商品牌权益的关系模型,提出其关系研究假设,运用SPSS软件对数据进行因子分析、回归分析等,确定服务质量五维度对电子零售商品牌权益的影响程度,并据此对电子零售商品牌权益提升提出科学合理的建议,旨为相关领域研究提供一定的补充。

Promoting strategy of brand equity of e-retailers based on online service quality

In the virtual world of Internet, the customer is unable to obtain the true information of the product or service, so it is difficult to identify the real situation compared with the offline entity retailer. Online service quality of e-retailers can be directly perceived by consumers, the consumers will make purchase decisions according to their perceived service effect, thus evaluating the brand of e-retailers. Based on SERVQUAL multi-dimensional scale, a five-dimensional scale of online service quality is constructed, namely ease of use, reliability, responsiveness, security and performance. The relationship model between the five dimensions and the brand equity of e-retailers is established, and the research hypothesis of the relationship is put forward. By using SPSS software, the factor analysis and regression analysis, etc. are carried out to determine the impact of five dimensions of service quality on the brand equity of e-retailers. Based on the results, the scientific and reasonable suggestions are put forward to enhance the brand equity of e-retailers, so as to provide some supplements for relevant research fields.