A Study to Explore the Service Quality of PChome 24h Shopping

Abstract

PChome Online, a company ran a web portal, established its e-commerce department in June 2000. It first launched a B2C shopping platform called “PChome Online Shopping.” However, as time passed by, lots of emerging competitors showed up. How PChome can stand still in the e-commerce of Taiwan becomes a challenge. Thereby, the present study attempts to explore each of the service quality of PChome 24h Shopping. We conducted a service quality survey with 22 items and distributed it by random sampling, and the distribution period is half a month. After collecting responses, we deleted invalid ones and proceed data analysis. By this, 48 responses in total are valid though the sample size is small. Given that, we exploited KMO and Bartlett's Sphericity Test to filter out items that are improper for factor analysis, and used Cronbach's a to do reliability analysis. Subsequently, the results showed that there are no consumers valuing the “assurance” of PChome 24h Shopping. so that we deleted this factor. Also, we divided consumers into four different categories (i.e., tangible, reliability, responsiveness, empathy) according to valuable factors of theirs. Then we proposed relevant improvement strategies for explanation. Lastly, we indicated the research limitation and suggestions of this study as a reference for future researches.