| dc.description.abstract | In recent years, the development of EC is flourishing Internet booming. Due to low start-up costs, lots of online sellers appear in the online shopping industry. Besides, the buyer’s switching costs are low because of the convenience of Internet. Buyers may easily select the seller who can provide more value between many sellers. The loyalty from the buyers to the sellers is very weak, causing online shopping industry into a fierce competition. Therefore, online sellers’ top priority is how to grow the customers and retain existing customers to improve operating performance. This research attempts to find whether service quality from online shopping pages affect online sellers’ operating performances. For this reason, this research references eTransQual scale that was advanced by Bauer, Falk and Hamerschmidt (2006) and use six variables to measure seller’s service quality from online shopping pages. The six pointer variables are goods update rate, availability of cash on delivery, shipping rate, diversity of goods, total number of goods and response rate. The variables measuring seller’s sales performance include seller’s total number of trading customers, repurchasing customers, and repurchase rate.
Crawler program is used in this research to collect the goods and sellers’ data that belong to “consumer electronics” or “women’s clothing” in the Ruten Online Shopping Website. After conducting partial least square (PLS) analysis, seller’s service quality from online shopping webpages has positive effect on his total number of people buying and repurchase number are verified. Moreover, diversity of goods, shipping rate, availability of cash on delivery, response rate have more significant effects in six variables. As result, this research suggests that the seller who wants to increase customers should increase his diversity of goods and shipping rate first.
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