The Impact of Wechat Social E-commerce Service Quality on User Loyalty

Abstract

On the basis of combing and integrating the relevant literature on the service quality of Wechat social e-commerce and e-commerce, this paper divides the service quality of Wechat social e-commerce into six dimensions: ease of use, responsiveness, reliability, security, security and caring. By integrating the influence mechanism of service quality, perceived value, satisfaction and user loyalty in e-commerce environment, the paper also studies the perception of service quality of Wechat social e-commerce. The hypothesis of Wechat social e-commerce sharing was added to the value and satisfaction measurement to obtain the impact of Wechat social e-commerce service quality on loyalty. The results show that the ease of use, responsiveness, care and user loyalty are positively correlated; responsiveness, security, care and user satisfaction are positively correlated; ease of use, reliability, care and perceived value are positively correlated; perceived value plays a part of mediating role in the relationship between service quality and satisfaction; perceived value is positively correlated with service quality and loyalty. Satisfaction plays a mediating role in the relationship between service quality and loyalty. At the same time, based on the influence of the service quality of Wechat social e-commerce on user loyalty, this paper puts forward some suggestions to Wechat social e-commerce enterprises, so as to improve the loyalty of Wechat social e-commerce users to the platform