The Effect of the Service Quality of Fashion E-commerce Enterprise in SINA Weibo on the Consumers Purchase Intention

Abstract

ABSTRACT

As an essential part of social media, micro blogging has become an indispensable channel of promotion and marketing to the enterprises in China. In recent years compared to other social networking service, the fact that the number of users of micro blogging services have rapidly increase cannot be ignored. According to the latest statistics, the number of SINA Weibo users has increased to nearly 400 million. Compared to other means of promotional channels, such as television advertising, newspapers, SINA Weibo is more competitive, more convenient, and lower-cost ( Wuzhao W., 2011).

The goal of this research is to discover which service quality of homepage of fashion ecommerce enterprise in Weibo affect customer satisfaction, and to discover which feature plays a more important role in impacting customer satisfaction. Moreover, to find out how customer satisfaction affects fashion product purchase intention. .

The objectives of this study are to propose a conceptual framework and associated model to explain the connection between the service qualities of fashion Ecommerce enterprises in SINA Weibo, the typical SNS in China, and the consumers fashion product purchase intention. Specifically, this study aims: 1) to determine the effect of usability variable on the SINA Weibo individual users customer satisfaction, 2) to determine how interaction variable affect the SINA Weibo individual users customer satisfaction, 3) to determine the effect of information variable on the SINA Weibo individual users customer satisfaction

4) to determine the effect of individual users customer satisfaction on fashion products purchase intention.

To conduct this research, a questionnaire was used to measure the usability, interaction, informativeness , customer satisfaction, purchase intention using 7-likert scale and multiple choice questions. Date was collected from the online and 535 samples were used in this experiment.

Regression analysis was used to test the surveys result. All hypothesis were supported. The result of regression analysis indicated that an easier to use the homepage of Ecommerce Fashion Enterprise in SINA Weibo will result in better customer satisfaction. More high quality interaction with individual SINA Weibo users from the homepage of Fashion Ecommerce Enterprise in SINA Weibo will result in better customer satisfaction. Higher quality informativeness provided by the homepage of Fashion Ecommerce Enterprise in SINA Weibo to customers will result in better customer satisfaction. Higher customer satisfaction of individual SINA Weibo users to the homepage of Fashion Ecommerce Enterprise will positively affect customers fashion product intention.

Compared with Korean SNS, individual users who do not care about usability service quality and interaction service quality of SNS fashion ecommerce enterprise, Chinese individual SINA Weibo users do mind the usability and interaction service quality, the usability service quality and interaction service quality affect directly on customer satisfaction. In other words, better usability service quality and interaction service quality can all positively affect customer satisfaction, furthermore it can affect individual users fashion product purchase intention. Therefore when fashion ecommerce enterprises operate the homepage in SINA Weibo, they not only need to pay attention to uploading information, but also to the speed in which they interact. Furthermore, fashion ecommerce enterprise need to differentiate SINA Weibo homepages from other ecommerce enterprises, simultaneously the fashion ecommerce enterprise should provide a clear lay out homepage making sure that individual SINA Weibo users can get the information they want quickly.