Abstract: There are ten factors that can affect the quality of network bookstore services, which are Web usability, ease of using the Web, Web integrity, Web reputation and evaluation, customer personal preference, customer perceived risks, execution costs, execution cycles, network security and transaction system. This paper designs the evaluation indicators of network bookstore services quality according to these factors, and tests the rationality of them. Then, it builds an evaluation model with fuzzy comprehensive evaluation method. Finally, the paper conducts an empirical study on the evaluation model using the customers’ data.

Key words: network bookstore, services quality, fuzzy comprehensive evaluation method

摘要： 影响网上书店服务质量的因素主要有网站可用性、网站易用性、网站完整性、网站信誉与评价、顾客个人倾向、顾客风险感知、执行费用、执行周期、网络安全技术和交易制度。基于这些影响因素，设计了网上书店服务质量评价指标体系，并对指标选择的合理性进行了检验。在此基础上，建立了网上书店服务质量模糊综合评价模型，并采集数据对服务质量评价模型进行了实证研究。

关键词: 网上书店, 服务质量, 模糊综合评价法