Under the disruption of the COVID-19 epidemic, people's lifestyles and consumption
patterns have therefore undergone substantial changes. Countries around the world lock
countries and cities to fight the epidemic, and consumers tend to shop online. Survey on
consumer online shopping intention by Institute for information Industry (2020), Research
shows that 95.6% of consumers use mobile phones to place orders. The business model of
physical stores has been replaced by online shopping on the Internet. The source of corporate
income is not limited to the physical end, and the Internet model occupies a pivotal position.
Service quality is a key factor affecting consumers' orders, and it is worth pondering and
exploring for enterprises.
This study is based on the SERVPERF (JJ Cronin & SA Taylor, 1994) model to examine
the impact factors of service quality such as Reliability, Responsiveness, Assurance, Empathy
and Tangibles. Satisfaction survey of online shopping users on e-commerce platform, and
conduct a questionnaire analysis with reference to relevant literature. A total of 320 valid
questionnaires were collected, and SPSS statistical software was used for narrative basic data
analysis, and then the SmartPLS partial least square method was used for reliability and
validity analysis and structural model estimation. The results show that Empathy, Tangibles,
and customer satisfaction in the service quality experience significantly affect consumer
expectations, and in turn affect consumers' repurchase intention.