Abstract

In recent years, the development of Internet and electronic commerce has expanded the range of information service from internal customer to external customer, and the service quality of information has been put upon great importance since quality is the point of service. In the meantime, scholars are gradually extending the concept of "involvement" into "service involvement", therefore this study attempts to investigate the influence that the degree of user involvement causes to the assessment of service quality on Internet.
This study integrated and probed literature in related domains such as Internet, service quality and user involvement, and found that the PZB (1985) Service Quality Conceptual Model does not take the factor of "user involvement" into consideration, and as thus built primarily on the theory of involvement. Combining with the gap model the theories on service quality, this study proposed further "The Conceptual Model of Influence from User Involvement to Service Quality", and conducted empirical research based on users of search engine. Through compare analysis with PZB model by LISREL, superior model fitness of "The Conceptual Model of Influence from User Involvement to Service Quality Assessment" is verified, and "user involvement" is found to cast great positive effect on constructs such as "expected service", "perceived service" and "total service quality".