Abstract:

The impacts of each service quality dimension on share of wallet in B2C(Business to Customer )e-commerce are examined Based on the summary and analysis of relevant literatures on share of wallet and service quality, a structural equation model is proposed, which considers e-service quality as antecedent variable, customer satisfaction as mediating variable and share of wallet as outcome variable Questionnaires are designed to implement empirical research, combined with SPSS and AMOS for data analysis and model fitting Direct impacts of each service quality dimension and indirect impacts generated by customer satisfaction on share of wallet are verified The results show that all of the four dimensions of e-service quality have indirect impacts on share of wallet through customer satisfaction The dimensions of efficiency, fulfillment and responsiveness have significant direct impacts on share of wallet while privacy is not a direct influencing factor

Key words: Business to Customer e-commerce, service quality, customer satisfaction, share of wallet