Service Quality in Web 2.0 Electronic Commerce: An Integrative Perspective from Typical Service and Technique-Adoption

Compared with Web 1.0, Web 2.0 has many unique characteristics such as real-time, N-N interaction, consumer-participation and rapid spread. However, little literature covers this topic. This paper aims to build a new effective e-commerce service quality system of Web2.0. First, a new service quality system is built based on TAM model and then the relation between the new service quality system and consumer behavior (satisfaction and loyalty) is proved by the survey data. The results suggest that e-commerce service quality evaluation-system of Web2.0 consists of four factors including functional service, interface design, responsiveness and security/privacy, which affect consumer satisfaction indirectly via consumer perceived service quality.