The Effect Of Service Quality On Continuance Intention Of Shopping-Guide Websites

With the development of the Internet,the number of Internet users in China is increasing,the number of online shopping users increased,the number of online goods surge.However,China's electricity business environment has the following characteristics: C2 C model accounted for a higher proportion of counterfeit,cottage products rampant,weak brand awareness,low credibility of the business characteristics.It is very difficult for consumers to choose the right products,so the shopping guide website arises at the historic moment?Shopping guide site is a form of socialization of electricity,that is,information sharing model.For the Chinese market,the information sharing model of the shopping guide site has played an important role: Information filtering,Commodity recommendation,Facilitated transaction,Have a huge impact on the upstream and downstream flow.While the retention rate of the user and the user's continued use become the key to their survival.However,the type of site,the model easy to copy,how to get a greater market share,attract more users,become shopping guide site problems.Shopping guide site as a third party platform,Only to help consumers to select information,so the quality of service is an important indicator of the level of service shopping guide website,but also the key to win in the fierce competition.In view of this,based on the service quality of the shopping guide website,this study explored its impact of the user's continuous use intention.In this paper,we first introduce and sort out the literatures of shopping guide websites,service quality and willingness to use continuously.Secondly,we construct the research model on the basis of combing the literature and improve and adjust the scale and questionnaire by pre-survey.Then,The way to meet the requirements of the respondents to fill out the questionnaire,and based on statistical theory,the use of statistical software to process the data to verify the assumptions.Finally,the relationship between the quality of shopping guide website,user perceived usefulness,customer satisfaction and user's willingness to use is discussed based on the research results.The results of the model test presented in this paper show that the dimensions of the quality of service in the shopping guide website have a positive impact on perceived usefulness and customer satisfaction,,And reliability and price advantage have a greater impact on both perceived usefulness and satisfaction as compared to website design,social interaction,and ease of use.In addition,perceived usefulness has a significant impact on customer satisfaction,and the perceived usefulness and satisfaction of the user's continued use will also be confirmed.The results of this paper for the domestic e-commerce industry to enhance the quality of service is of great significance,especially for the relevant shopping guide site business,how to get more users to maintain,and then in the fierce competition to survive and better development Have a constructive opinion...