| The village service station,also known as the rural Taobao shop,connects Alibaba's Taobao platform with the village-level service station,and it has achieved Taobao's landing.Alibaba's “Thousand County Wancun” project started in November 2014 and plans to invest 100 billion yuan.In the next 3-5 years,it will establish about 1,000 rural e-commerce county-level operation centers and 100,000 rural areas village service station.The village service station promotes the development of rural e-commerce and services,drives rural entrepreneurship,and promotes the “Taobao Village” model nationwide.On the one hand,rural Taobao is a platform for“downstream industrial products”.Village-level service stations can provide purchasing services for farmers.Farmers can purchase agricultural machinery and household goods and other industrial products in rural Taobao physical stores or rural Taobao APPs.Logistics was sent to rural Taobao shops to achieve Taobao's landing.On the other hand,village service stations are also platforms for agricultural products.Farmers' agricultural products are packaged in rural Taobao stores and sold to all parts of the country.Rural Taobao physical store is also a Taobao shop;In addition,rural Taobao has also played an important public welfare function,iIt have played an important function n the settlement of rural employment,life services,pension services;However,the current development of rural Taobao is not equal,and some rural Taobao shops are difficult to continue their operations or even close down.Farmers' willingness to trade again is low.Therefore,starting with the service quality of village-level service stations,this paper reveals the service quality factors that affect farmers' willingness to trade again in the context of the Internet.Through the review of past literature and conduct field research,based on Parasuraman's service quality five model,in combination with rural students,The specific situation of Taobao adopted the Parasuraman's five-dimensional model of scholars,combining with the specific situation of rural Taobao,we adopted the Parasuraman's five-dimensional model of scholars,that is,service quality is attributed to tangibility,empathy,reliability,responsiveness,and assurance.At the same time,according to the specific research situation and previous scholars' research,they added convenience.Altogether,six dimensions of service quality were summarized,and structural equations were used to explore the impact of rural Taobao service quality on farmer satisfaction and re-trading willingness.In this paper,a total of 412 questionnaires were retrieved through surveys in Yangshan,Jieyang,Luoding,and Gaozhou,as well as online questionnaires.Among them,364 were valid questionnaires.Reliability and validity of measurement models and model validation were performed using Spss and Amose software.The results show that,in the rural Taobao environment,reliability,responsiveness,empathy,assurance,and convenience will have an impact on farmers' willingness to re-transactions and farmers' satisfaction,both positively and tangibly.Tangibleness does not pass the significance test on farmers' willingness to buy again and satisfaction,and has no impact on farmers' willingness to trade again and satisfaction.Tangibleness refers to the physical part of village-level service stations,including physical equipment,physical environment and other factors.It differs from the city,most of the rural areas are in general conditions,the infrastructure is backward,the living standard of the farmers themselves is not high,the physical environment and hardware facilities of rural Taobao have been much higher than the daily living environment of farmers.Therefore,compared with urban customers,farmers have lower requirements on the environment,hardware facilities and basic equipment of rural Taobao.This is also consistent with our findings. |
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