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중국인터넷쇼핑몰 이용고객의 지각된 서비스품질이 고객만족과 재구매의도에 미치는 영향에 관한 연구
이승진(Li, Cheng-Jin),이형주(Lee, Hyoung-Joo),전상택(Jeun, Sang-Taek) 한국전자상거래학회 2013 전자상거래학회지 Vol.14 No.1
중국시장은 2012년 6월에 벌써 5억 3천여 명 인터넷 이용자가 넘었다. 특히 인터넷쇼핑몰 구매자가 처음에는 고학력자들이 많았지만 현재는 저변화되어 인터넷쇼핑몰시장은 엄청난 파급 효과를 가져다주고 있다. 중국인터넷 쇼핑시장의 고성장으로 주요 기업에 대한 자금투자가 확대돼 본격적인 '규모의 경제' 효과가 나타날 전망이다. 본 연구에서는 선행연구에 제시된 인터넷쇼핑몰 서비스품질 모델을 바탕으로 인터넷쇼핑몰의 서비스품질요인이 고객만족과 재구매의도에 어떠한 영향을 미치는지를 알아보고, 쇼핑흥미도가 서비스품질요인과 고객만족 간에 조절효과로써 어떻게 영향을 미치는지에 대해 분석하였다. 실증연구를 통해 자주 이용하는 인터넷쇼핑몰에서 서비스품질요인 중 신뢰성, 유형성, 반응성이 고객만족에 유의한 영향을 미치는 것으로 나타났고, 고객만족이 재구매의도에 유의한 영향을 미치는 것으로 나타났다. 쇼핑흥미도는 인터넷쇼핑몰의 서비스품질 중 신뢰성과 유형성이 서비스품질과 고객만족 간에 유의한 영향을 미침으로써 조절역할을 하는것으로 나타났다. 연구결과를 통하여 중국인터넷쇼핑몰에서 서비스품질과 고객만족, 재구매의도, 쇼핑흥미도에 대한 이론적, 실무적 시사점과 이에 대한 마케팅전략을 제시하고, 중국인의 인터넷쇼핑몰을 이용하고 있는 소비자들의 재구매의도를 살펴보는데 그 목적이 있다. According to the China Internet Network Information(CNNIC), the number of netizen in China in over 457 million in 2011. Many of this are those involved in Internet shopping mall, Which in growing very rapidly in china as in all around the world. However, there are quite limited number of researches done on the attitudes of people involved in this robust industry consequently, it is the objective of this study to provide empirical information toward a better understanding of the internet shopping mall customers. In this study, using empirical analysis. a set of hypothesis Based on the existing research will be tasted to provide some answer to such as the relationship between customer's perceived. service quality, customer satisfactions, and their repurchase intentions. with a special emphasis on the moderating effect of shopping interest. The research utilized questionnaire survey technique with the 300 sample randomly from Shanghai and Beijing areas. Statistical analysis was done using SPSS18.0K The study results are: 1. Service Quality has positive and statistically significant effect on customer satisfaction. However rapid responsiveness displayed lack of significant it's relationship to customer satisfaction. 2. Customer satisfaction has positive and statistically significant affection on their repurchase Intention as expected. 3. Shopping interest has strong and statistically significant moderating effect on service quality and customer satisfaction rapid responsiveness. However, shopping interest failed to show any signigicant as moderating factor this service quality customer satisfaction relationship. There are some limitations to this study, In particular, it should be mentioned, that the sample utilized in this study were pre-dominantly Yong college students in there arly 20's providing limited representation of the whole netizens, the potential internet shopping mall customers, even in Shanghai and Beijing area alone.
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중국인터넷쇼핑몰에서 고객행동유형이 고객충성도에 미치는 영향에 관한 연구
전상택(Sang Taek Jeun),이형주(Hyoung Joo Lee),이승진(Cheng Jin Lee) 한국무역연구원 2014 무역연구 Vol.10 No.6
Chinese online shopping malls that Buyers are rapidly changing and increasing and are bringing an enormous impact in the Internet shopping market. Among the Chinese e-commerce market turned into a battleground of the richest, most people focused on relationship between Wangjienrin(Property maestro) and mawin(hero of online). E-commerce customer in China has already exceeded 5 hundred and 10 million in June 2012. Targeting Chinese customer that have internet shopping experience, identify effect of customer satisfaction and customer loyalty by customer behavior patterns and between customer satisfaction and customer loyalty what play role as relationship benefits. Through the empirical study, customer behavior patterns in Chinese online shopping mall actively participate in this action impact a significant impact on customer satisfaction. The citizen behavior and bad behavior, on the other hand, showed non significant influence on customer satisfaction. In addition, actively participate in action x innovation and civil action x profit recognition significant effect between customer satisfaction and customer behavior patterns in internet shopping user characteristics. Internet shopping customer satisfaction in China, customer satisfaction is a significant influence on customer loyalty. In other words, if satisfied with the use of good business relationship with the Internet shopping mall and feel satisfied with the service more and more to have a sense of intimacy and affection for internet shopping is to ever be used. Finally, Customer satisfaction x psychological economic benefits significant effect between customer satisfaction and customer loyalty by regulating role in Relationship Benefits in Chinese internet shopping. Through the study propose useful framework for marketing strategy that marketing strategy of theoretical, practical, implications about relationship type of customer behavior factors, customer satisfaction, customer loyalty in China s Internet shopping mall.
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