Prepare And Empirical Study Of E-service Quality

With the emerge of Service Economy and the boom of Online Shopping Market, moreand more academic researchers study the topic of Electronic Service Quality (e-SQ) withinthe field of Service Marketing. However, there is no published research on the antecedentsof e-SQ. In the paper, author will bring forward that customers' Technology Readiness (TR)has a positive impact on their perceived e-SQ and establish relevant models to explorerelationship between four dimensions of TR and e-SQ.The paper employs empirical study to discuss the association between TR and e-SQ.To begin with, literatures are reviewed in the field of traditional Service Quality, ElectronicService Quality and Technology Readiness, in order to define the definition and domain,dimensions and measurement of the two focal constructs, namely TR and e-SQ. Thenbased on literature review, author proposes hypotheses and regression models accordingly.According to the developed TRI scale, E-S-QUAL scale and E-RecS-QUAL scale, authordesigned research questionnaires and collected data. After validating the sample quality,Correlation Analysis is used to testify hypotheses and Multiple Regression Analysis is usedto determine the coefficients of models. The research shows that TR has a weak positiveimpact on e-SQ. As for dimensions of TR, it is found that Optimism dimension has apositive impact on e-SQ while Discomfort dimension has a negative impact on e-SQ.The paper belongs to basal research. The theoretical significance is that the paper hastestified that TR has a positive correlation with e-SQ for the first time, and also discussesthe association between dimensions of TR and e-SQ, which proves to be the significantresearch on the antecedents of e-SQ. Also, research of the paper will help mangers of B2CWebsites craft marketing strategies and improve service quality.