EMPIRICAL STUDY THE INFLUENCES OF CUSTOMER ORIENTATION, SERVICE QUALITY ON BEHAVIORAL INTENTION BASED ON CHINA'S CONSUMER-TO-CONSUMER E-COMMERCE CONTEXT

摘要

In this study, from a customer vantage, Web site customer orientation and seller customer orientation, which improves service quality and results in better behavioral intentions are proposed and examined based on China's Consumer-to-Consumer (C2C) competitive e-commerce setting. By analyzing the data provided by C2C online shoppers from 314 respondents in China, both Web site customer orientation and seller customer orientation are revealed to significantly affect Web site service quality and seller quality, but Web site customer orientation has even more dramatic effect on the both than seller customer orientation does. Specifically, seller customer orientation has a direct and positive effect on behavioral intention whereas Web site customer orientation positively affects on it through service quality. Besides, the paper has demonstrated that both Web site service quality and seller service quality have a significantly positive impact on customer satisfaction and behavioral intentions except the relationship between seller service quality and consumer outcome behaviors. Drawing on the empirical findings, the authors also discuss the results and put forward some recommendations.