随着B2C移动电子商务的快速发展,B2C移动电子商务的服务质量水平越来越受用户重视。准确认识到B2C移动电子商务服务质量存在的差距,才能推动服务质量的改善。本文基于PZB提出的SERVQUAL模型,采用探索性因子和验证性因子分析,构建了测量B2C移动电子商务服务质量的指标体系。通过实证分析,结果表明修正后的模型更适合B2C移动电子商务服务的特征,具有更合理的信度和效度,具有很大的实用价值。本文的研究成果对其他行业服务质量的测量评价也具有相当的借鉴意义。

With the rapid development of M-Commerce, the level of service quality is attentioned by customer . To improve service quality , we should find the gaps of level in the B2C M-Commerce .In our study , the confirmatory and exploratory factor analyses were conducted to assess the SERVQUAL instrument dimensionality , validity and reliability ,and apply the SERVQUAL instrument into the service quality of B2C M-Commerce.The results show that the new scale is more adapted to characters of B2C M-Commerce, and has better reliability and validity .The study also gives some useful insights for measuring service quality in other industries .

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