Research On The Information Service Quality Evaluation System Of Cross-border E-commerce Platforms

In the environment of global economic integration,along with the development of Internet technology,the “Belt and Road” initiative and the introduction of various policies,the improvement of peoples' living standards has prompted the development of cross –border e-commerce all-around.The cross-border e-commerce platform relies on modern information technology such as big data and integrated social scattered resources to provide suppliers and consumers with technical support and information services in the era of cross-border trade development rapidly,in order to achieve low-cost and efficient business operations,and solve shortcomings of traditional cross-border trade.In the process of cross-border e-commerce platform competition,the level of information service quality,have an impact on customer's satisfaction and loyalty of cross-border e-commerce platform directly,that affect the development of the platform.This paper from the user perspective,after studying the characteristics of cross-border e-commerce platform,and summarizing related theoretical achievements domestic and foreign research,carding existing information service quality evaluation model,selected the SERVQUAL model,combined with LSQ model,ES-QUAL model,etc.Provides a theoretical basis for the construction of cross-border e-commerce platform information service evaluation system,and summarizes seven dimensions of cross-border e-commerce platform information service quality evaluation: ease of use,reliability,security,empathy,responsive and interactive.Based on the indicators in the models such as SEVQUAL,LSQ,ES-QUAL,and WEBQUAL,and combined with the relevant literature to construct information service evaluation model,came up with a hypothetical information service quality evaluation model of cross-border e-commerce platform with 28 indicators,representing as much In all aspects of the cross-border e-commerce platform information service process,a questionnaire survey was used to pre-investigate the initial indicators,after reliability and validity analysis qualified,conduct a formal survey,then factor analysis,reliability and validity analysis were conducted on the collected data,the indicators were cut and combined to obtain a cross-border e-commerce platform information service quality evaluation model containing 26 indicators.Secondly,the model is given weights for each indicator by using the analytic hierarchy process,and then two representative cross-border e-commerce platforms are selected for empirical research.Experts and long-term users of the platform are invited to rate each indicator of the platform and then use the calculation of the weight of each indicator to calculate the indicator's score and final score of the platform,According to the data,analyze the user's evaluation of the cross-border electronic platform information service quality,and propose corresponding improvements and promotion strategies for each dimension.It mainly includes improving compatibility and retrieval efficiency,improving information content,improving informationservice hardware conditions,improving interaction quality,improving response speed,optimizing information interface design,improving security from levels of technology,environment,and organization,and strengthening communication with users.