The impact of e-commerce service quality on consumers’ online shopping behavior: Evidence from China

In the rapid progress of information technology, the development of e-commerce has become more and more mature, and consumers' demands for e-service quality have become higher and higher. The service quality of e-commerce platforms profoundly affects consumer perception and behavior. In order to deeply investigate the factors influencing consumers' online shopping behavior, this study constructs a research framework with reference to the e-service quality measurement dimensions and Technology Acceptance Model (TAM), and proposes six research hypotheses. In addition, this study uses quantitative research method to examine and analyze the consumer online shopping behavior, choosing IBM Social Science Statistics Package (SPSS) as the data analysis tool. The scope of the study was controlled within a university in Sichuan Province, China and 391 valid questionnaires were collected. After conducting descriptive, reliability, validity, correlation and regression analysis on the collected questionnaire data, it is concluded that security and reliability have a positive effect on perceived trust, ease of use and responsiveness have a positive effect on perceived convenience, and consequently, perceived trust and perceived convenience have a positive effect on consumer shopping behavior. All hypotheses are supported. This study has both theoretical and practical contributions. On the theoretical side, the findings enrich the measurement dimensions of e-commerce service quality in the China context and provide new insights for the development of service quality theory. On the practical side, this study helps e-commerce platforms in the China context to improve service quality and promote the sustainable development of the e-commerce market.