Service Quality, Perceived Value And Behaviour Intention

With the development of information technology, the Internet is increasingly changing people’s life. In the Internet era, whether the existence of consumer perception to service quality is quite different from the traditional one or not is a problem worth thinking. Taking the taxi software as the entry point, I’m trying to explore how customers’ perception of service quality influences the intention of consumers’use and recommendation in the mobile Internet mode.This paper is divided into six parts. Chapter One is trying to introduce the background, the main idea, research method and the research framework; Chapter Two is trying to summarize the previous researches and papers in related fields; Chapter Three is about the model establishing and putting forward the corresponding hypothesis; Chapter Four is the questionare designing and spreading, and we also use the famous scales to measure the service quality, value perpcetion and consumer’s intention; Chapter Five is going to use the SPSS and AMOS software to do the describing analysis, factor analysis, corresponding analysis and SEM; In the last part of this paper, I’ll give the conclusion and suggestion about the future researches.Conclusions drawn in the paper are as follows:First of all, in the mobile internet mode, measurement of the service quality is divided into two parts which are online and offline. Based on the S-EQUAL and SERVPERF scale, we use the factor anlaysis and SEM to verify the seven dimension including effectiveness, system availability, privacy, fulliment, tangibles, empathy, security are better to be used to measure the quality of service in the mobile internet mode. Secondly, the paper verifies the offline service quality has an influence on the customer’s intention through the intermediary variable of consumer perceived value. While the four dimensions of online service quality show different ways to influence the consumers’intention. The effectiveness and fulliment have the influence on the consumers’intention through the perceived value. And it worth to say the fulliment can influence the consumers’intention throuth both consumers’perceived benefits and risks.