CAJ | 학술논문

影响网上书店服务质量的因素主要有网站可用性、网站易用性、网站完整性、网站信誉与评价、顾客个人倾向、顾客风险感知、执行费用、执行周期、网络安全技术和交易制度。基于这些影响因素，设计了网上书店服务质量评价指标体系，并对指标选择的合理性进行了检验。在此基础上，建立了网上书店服务质量模糊综合评价模型，并采集数据对服务质量评价模型进行了实证研究。
영향망상서점복무질량적인소주요유망참가용성、망참역용성、망참완정성、망참신예여평개、고객개인경향、고객풍험감지、집행비용、집행주기、망락안전기술화교역제도。기우저사영향인소，설계료망상서점복무질량평개지표체계，병대지표선택적합이성진행료검험。재차기출상，건립료망상서점복무질량모호종합평개모형，병채집수거대복무질량평개모형진행료실증연구。
There are ten factors that can affect the quality of network bookstore services, which are Web usability, ease of using the Web, Web integrity, Web reputation and evaluation, customer personal preference, customer perceived risks, exe-cution costs, execution cycles, network security and transaction system. This paper designs the evaluation indicators of network bookstore services quality according to these factors, and tests the rationality of them. Then, it builds an evaluation model with fuzzy comprehensive evaluation method. Finally, the paper conducts an empirical study on the evaluation model using the customers’data.