中文摘要：

本文旨在从服务交互的角度探讨B2C电子商务服务质量的评估。本文从人机交互和人际交互两方面构建了B2C电子商务服务质量模型，并通过和“买易通”网站进行网络合作调研，对模型进行了实证证明，进而对模型各维度的顾客感知水平与顾客重视程度进行了比较分析。结果表明，B2C电子商务质量模型中人机交互质量包括网站质量、信息质量、易用性三个维度，人际交互质量包括物流配送服务和客户服务两个维度。顾客感知的人际交互质量低于人机交互质量，而在重视程度方面顾客更看重人际交互质量。

英文摘要：

This study developed a B2C E-commerce service quality model from the aspects of human-computer interaction and human-human interaction. Furthermore, the study demonstrated the model by an online investigation. In addition, the study compared the customers＇ perception and their recognition on different quality dimensions of this model. The human-computer interaction quality was demonstrated in three dimensions including website quality, information quality and applicability, while human-human interaction in two dimensions including logistic dispatch service and customer service. Human-human interaction quality was much lower than that of human-computer interaction, but customers attached much more importance to human-human interaction quality, causing a striking contrast and gap.