IT驱动的虚拟社区知识共享对跨境电商服务质量的影响研究

随着跨境电子商务(跨境电商)的快速发展，网购消费者对跨境电商服务质量的投诉量持续增加。为了探索跨境电商服务质量的提升策略，本研究基于顾客感知角度，提出信息技术(IT)驱动的虚拟社区知识共享对易用性、可靠性、响应性和移情性等电商服务质量维度的影响模型。我们通过问卷方式对有跨境网购经验的顾客进行调查，利用统计分析软件对获得的458份问卷数据进行结构方程模型分析，得出结果：在跨境电商情景下，知识共享程度不同的顾客对易用性、响应性、可靠性和移情性的感知具有显著差异；IT驱动的虚拟社区知识共享可以显著地影响易用性、可靠性、响应性和移情性。根据此结果，给出了通过IT驱动的虚拟社区知识共享提升跨境电商服务质量的管理启示。

Impacts of IT-enabled Knowledge Sharing in Virtual Communities on Service Quality of Cross-border E-commerce

With the rapid development of the cross-border e-commerce, consumers’ complaints on the service quality of cross-border e-commerce have increasingly grown. In order to explore the strategy to improve cross-border e-commerce service quality, a model is proposed that captures the impacts of IT-enabled knowledge sharing in virtual communities on the service quality of cross-border e-commerce, which includes dimensions such as ease of use, reliability, responsiveness and empathy, based on the perspective of customer perception. Questionnaire surveys are conducted with the consumers who have the experience of cross-border online shopping. AMOS21 are used to analyze 458 collected questionnaires. Results indicate that customers with different levels of knowledge sharing have significant differences in the perception of ease of use, responsiveness, reliability, and empathy of cross-border e-commerce. In addition, IT-enabled knowledge sharing in virtual communities significantly affects ease of use, responsiveness, reliability, and empathy of cross-border e-commerce. Based on our findings, managerial implications are given so that managers can improve cross-border e-commerce service quality through IT-enabled knowledge sharing in virtual communities.