一、引言(一)研究的意义网络购物的迅速发展使得网上店铺大量涌现,竞争日趋激烈,同时消费者网络购物也愈加理性化。卖家如果仅仅依靠低价吸引顾客,只能短期盈利,无法长期留住顾客,只有重视消费者服务质量的需求,才能赢得顾客的不断青睐。Gronroos提出了服务质量是顾客感知的,即服务质量其实来自于顾客的经历和体验,并被大多数学者接受。我国对于电子服务质量评价模型的研究才刚刚起步,学者们虽然已经意识到 I. INTRODUCTION A. Significance of Research The rapid development of online shopping has led to the emergence of a large number of online shops with increasingly fierce competition. At the same time, consumer online shopping has become more rational. If sellers only rely on low prices to attract customers, they can only make short-term profits and can not retain customers for a long time. Only by paying attention to the needs of consumers’ service quality can the sellers always win the favor of customers. Gronroos proposed that the quality of service is customer-perceived, that is, the quality of service comes from the experience and experience of customers, and accepted by most scholars. The research on e-service quality evaluation model in our country has just started. Although scholars have realized