Abstract:

In order to analyze the main factors of service quality evaluation by customers of C2C online apparel shopping and to construct the evaluation model, using the classical eTailQ, E-S-Qual service quality model as the theoretical framework and tbased on he Chinese consumers’ perspective and the characteristics of apparel retailing in C2C environment, an evaluation scale was designed. By means of focus group interview, questionnaire survey and data analysis, the evaluation model of apparel retailing service quality was constructed, including the five dimensions of performance, privacy, efficiency, hedonic, compensation and 18 measurement indicators. The results of confirmatory factor analysis show that the model has good reliability and validity, and that the eTailQ and E-S-Qual model are not applicable in China's C2C trading environment. The prediction capability of dimensions on service quality by empirical methods were analyzed. The results show that the performance and hedonic dimensions are the most significant predictors of service quality, efficiency and compensatory dimensions are secondary predictors, and the privacy dimension has no significant predictability on service quality.

Key words: C2C environment, apparel retailing, perception of service quality, factor analysis, comprehensive evaluation