| Since the rapid development of internet economy, online shopping have played a more and more important role in our life. And, a lot of researches show that service quality is increasingly developing into the key determinant in differentiating service offers and building competitive advantages.Because of the specialty of e-business, the general service quality dimensions can not be used in the online environment. Although several authors propose to discard the traditional quality scales, they haven't reached agreement on developing new quality models for internet-based services. Especially in the field of online shopping, there have been very few scholarly investigations into the measurement of the quality of e-business. Therefore, this research is trying to explore the customers'evaluation standard of online shopping service quality.Reviewing the views both from the academic and business field and analyzing the business process of online shopping, this research validates a measurement model for service quality of online shopping based on nine dimensions including 28items. Then an empirical study has been done based on the following procedures: designing questionnaires, data collection, and data analysis with methods of factor analysis, correlation, and linear regression. And then, suggestions were provided for effective quality management for online shopping.Finally, we hope the online dealer understand more about the standard customers use to evaluate the e-service quality through the results of questionnaires. And, the knowledge of these dimensions as major determinants of customers'quality perception in the internet provides online dealer a promising starting point for establishing an effective quality management for their e-business. |
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