Maternal And Child Class Website Service Quality Research

Because of the growing popularity of the Internet, baby industry category website is rising rapidly in a short time, and become the world's leading venture capital chasing hot spots. In recent years the importance of the quality of service (service quality)to information systems and e-commerce has matured, most scholars agree that the quality of service affect the customer satisfaction and proceeded to affect customer follow-up acts. Based on this, this study which targets baby industry category website forwards a new"Service Quality Inventory". Referring to the SERVQUAL (Parasuraman et al. , 1988) and using many statistical analysis methods such as descriptive statistical analysis, relevant analysis, exploratory factor analysis and path analysis. The findings support the assumption that the author of this article proposed.Empirical studies find that the quality of services includes four dimensions: ease of use, reliability, empathy and interactive. Web site service quality has a positive impact on customer satisfaction and behavioral intention and customer satisfaction has a positive impact on customer behavioral intention. The website service quality can also impact customer behavioral intention indirectly by affecting customer satisfaction.In addition, the results also show that baby industry has obvious characteristics from other customer group. It can be seen from the streamlined questions after correlation analysis and factor analysis. The mother-to-child emotional needs and the demand for receiving professional guidance are two important factors which must be considered by the website operators.