B2C电子商务服务质量评价研究

经过十余年的发展，中国的网络购物已经开始步入相对成熟的阶段，当前以B2C模式的电子商务发展尤为迅速，市场份额逐年提高，必将成为未来电子商务发展的核心及理论研究的重点。相关研究表明，以SERVQUAL模型为代表的传统服务质量评价模型对于电子商务服务质量的评价缺乏足够的信度，因此对于B2C电子商务服务质量的评价研究也就有待进一步深化。本文对当前涉及B2C电子商务服务质量的相关研究进行了重点介绍，总结了这些研究的特点以及存在的问题，指出了今后B2C电子商务服务质量的研究需要发展的方向，以期为B2C电子商务企业提高服务质量提供借鉴和帮助。

Research on Evaluation of Service Quality for B2C E-commerce

After more than ten years of development, China＇s network shopping has begun to enter the relative mature stage. Because the current B2C mode of the electronic commerce development is particularly rapid and its market share increase year by year, e-commerce will become the core of the future development and the focus of theoretical research. Related research shows that traditional service quality evaluation models represented by SERVQUAL model for e-commerce service quality evaluation are lack of adequate reliability, so the evaluation research for B2C e-commerce service quality has to be further deepened. This article focuses on the current research on B2C e-commerce service quality. The characteristics and existing problems in these studies are summarized and the future development direction of the B2C e-commerce service quality research is pointed out , in order to improve the service quality and provide reference and help for B2C e-commerce enterprises.