This study refers to the evaluation scales of e-service quality in the B2C online retail markets and designs a questionnaire of e-service quality evaluation in C2C markets. This study carries out questionnaire survey to the online shopping users in the Chinese C2C markets, and uses the exploratory factor analysis to obtain the key factor dimensions of the consumer evaluation of e-service quality about C2C websites and sellers. The impact factors of C2C website service quality include security and privacy, website design, web- site content quality, information quality, system reliability, website compensatory and enjoyment; The impact factors of C2C seller service quality include seller compensation, customer service, delivery accuracy and delivery on time. The results of this study provide some certain decision references for the C2C websites and Internet sellers to improve service quality.
e-commerce C2C market e-service quality evaluation empirical study
NETL
NSTL
万方数据
维普
