중국 인터넷 쇼핑몰의 e-서비스스케이프가 SBI 매력도, 고객신뢰와 고객로열티에 미치는 영향-북경지역을 중심으로-

주신전,최석범 중앙대학교 한국전자무역연구소 2015 전자무역연구 Vol.13 No.2

연구목적: 본 연구는 중국 인터넷 쇼핑몰들의 e-서비스스케이프가 어떠한 경로를 통해서 고객로열티에 영향을 미치는지를 규명하고자 하였다. 구체적으로 심미적 소구, 주변환경, 레이아웃/기능 등 e-서비스스케이프의 하위요소를 추출하여 고객로열티에 영향을 미치는 과정에서 SBI 매력도와 고객신뢰가 어떠한 역할을 하는지를 분석하였다. 논문구성/논리: 제1장에서 연구의 배경과 목적을 기술하였고 제2장은 이론적인 부분으로서 중국 인터넷 쇼핑몰의 발전현황, e-서비스스케이프의 개념과 선행연구를 살펴보고 본 연구의 가설을 설정하였다. 제3장에서 본 연구의 모델을 제시하고 제4장에서 실증분석이 이루어졌고 제5장에서 본 연구의 결론을 요약하고 시사점을 제시하였다. 결과: 심미적 소구, 주변 환경, 레이아웃/기능 등 중국 인터넷 쇼핑몰의 e-서비스스케이프의 하위 요소들이 SBI매력도에 긍정적 영향을 미치고 SBI매력도는 고객로열티에 긍정적 영향을 미친다. 주변환경은 고객신뢰에 영향을 주지 못하지만 심미적 소구와 레이아웃/기능이 고객신뢰에 영향을 미치고 고객신뢰가 고객로열티에 긍정적 영향을 미친다. e-서비스스케이프가 고객로열티에 영향을 미치는 과정에서 SBI매력도와 고객신뢰의 중개역할이 확인되었다. 독창성/가치: 본 연구는 e-서비스스케이프가 고객로열티에 미치는 영향을 파악하는데 SBI매력도와 고객신뢰 2개의 매개변수를 도입하였다. 통합된 관점에서 모델을 구축하고 e-서비스스케이프, SBI매력도, 고객신뢰, 고객로열티 등의 상호관계를 규명하였다. 본 연구는 실증분석을 통하여 고객로열티를 확보하는데 새로운 경로관계를 제시함으로써 중국의 인터넷 쇼핑몰에게 실무적인 시사점을 제공하고 있다. Purpose: The purpose of this study is to identify how or through what paths the e-servicescape of Chinese Internet shopping malls affects customer loyalty. More specifically, the study has extracted subcomponents of e-servicescape, including design aspects, ambient conditions, layout and function and analyzed what role SBI attractiveness and customer trust play in affecting customer loyalty Composition/Logic: Chapter Ⅰ describes the background and purpose of the study and Chapter Ⅱ looks into the present development status of Chinese Internet shopping malls, concept of e-servicescape and relevant preliminary researches, and presents the hypothesis of this study. The research methodology used in this study is introduced in Chapter Ⅲ, the analysis of actual proof was conducted in Chapter Ⅳ and the conclusion and implications of this study are presented in Chapter Ⅴ. Findings: The subcomponents of e-servicescape, including design aspects, ambient conditions, layout and function turn out to positively affect the SBI attractiveness, which in turn makes a positive impact on customer loyalty. The ambient conditions does not affect customer trust while design aspects, layout and function do affect customer trust, which in turn affects customer loyalty. It is identified that SBI attractiveness and customer trust play role as parameters in the process of e-servicescape affects on customer loyalty. Originality/Value: This study has adopted two parameters SBI attractiveness and customer trust in understanding whether or not the e-servicescape affects customer loyalty. I have built a model from an integrated perspective and sought to identify correlations among e-servicescape, SBI attractiveness, customer trust, and customer loyalty. This study suggests practical implications to Internet shopping malls by presenting new relational paths in earning customer loyalty through the analysis of actual proof.

Influence of e-servicescape and Consumption Propensity of Eco-friendly Agricultural Specialized Internet Shopping Malls on Continuous Use Intention

Hee-Young Cho,Hoe-Chang Yang,Yoon-Hwang Ju 보안공학연구지원센터 2016 International Journal of Software Engineering and Vol.10 No.11

This study focused on most existing researches related to eco-friendly agricultural goods are subject to offline stores, but the area is to be widened to the internet shopping mall environment in this study. Also, the influence of e-servicescape and consumption propensity of customers using eco-friendly agricultural specialized internet shopping malls on emotional response and behavior intention of customers is to investigated. Based on this, the influence of consumption emotion, which was selected as a parameter, on mind share required to improve competitiveness of eco-friendly agricultural specialized internet shopping malls is to be revealed. As result of analysis in this study, it could be known that e-servicescape and consumption propensity both have positive influence on continuous use intention. Also, it was found that consumption emotion also has positive influence on continuous use intention. This means that consumers can increase continuous use intention through e-servicescape and consumption propensity of eco-friendly agricultural goods are subject to offline stores and can increase continuous use intention through the consumption emotion that is felt in consumer experience. Especially, regarding on which factor between e-servicescape and consumption propensity has more influence, only e-servicescape and consumption propensity showed influence on continuous use intention as result of inserting consumption propensity, e-servicescape, consumption propensity, and consumption emotion. As result of analyzing mediation effect, it could be known that consumption emotion is a more significant factor than consumption propensity from the result that consumption emotion partially mediates between consumption propensity and continuous use intention. However, mediation effect of consumption emotion between e-servicescape and continuous use intention was shown in which it could be known that e-servicescape was the most important factor. Therefore, it is considered that the eco-environment agricultural product market can create situations more developed than specialized internet shopping malls if eco-environment agricultural product specialized internet shopping malls are constructed and operated based on these research results in which it can be said in this part that this research provides theoretical∙ practical implications.

Effects of e-Servicescape of Eco-friendly Agricultural Product Specialty Shopping Malls on Site Loyalty of Shopping Mall Users: Focusing on Mediation Effects of Trust, Site Image and Involvement

조희영 한국유통경영학회 2016 유통경영학회지 Vol.19 No.6

Purpose: The purpose of this study was intended to shed light on how the e-servicescape of online shopping malls specializing in eco-friendly agricultural products would influence the consumer trust, involvement and site images as well as site loyalty. Research design, data, and methodology: 237 copies of effective questionnaires were used. And the following methodologies such as Cronbach’s α, Factor analysis, Correlation analysis, Regression analysis and structural equation modeling was conducted. Results: The e-servicescape of online shopping malls specializing in eco-friendly agricultural products had positive effects on trust and site image. Both trust and site image built by the e-servicescape of online shopping malls specializing in eco-friendly agricultural products positively influenced the involvement and site loyalty. And as for the mediation effects verified, trust partially mediated between e-servicescape and involvement, whilst involvement partially mediated between the trust and site loyalty and between the site image and site loyalty, whereas the site image did not mediate between the e-servicescape and involvement. Conclusions: These findings suggest that the perceived e-servicescape of online shopping malls specializing in eco-friendly agricultural products should be differentiated to build the trust and keep the loyalty to web-sites from declining.

e스포츠 상설경기장 서비스스케이프 요인별 중요도 연구

손재영 ( Jaeyoung Son ) 사단법인 아시아문화학술원 2019 인문사회 21 Vol.10 No.5

2020년까지 광주, 부산, 대전에 e스포츠 상설경기장이 구축된다. 본 연구는 물리적 시설과 관련된 ‘서비스스케이프’ 이론적 논의를 도입하여 ‘e스포츠 상설경기장 시설의 서비스스케이프 요인별 중요도’를 도출하였다. 이를 통해 제한된 예산 하에서 예산 집행의 우선순위를 제공하여 실무적 의의를 확보하고자 하였다. 서비스스케이프 주요 요인은 e스포츠 관람요인, 서비스스케이프와 물리적 요인에 대한 선행연구 검토를 통해 도출되었다. 요인 간의 상대적 중요도는 AHP 방법론을 통해 측정되었다. 연구 결과, 오락성과 쾌적성의 중요도가 유사한 수준으로 높았으며 청결성은 상대적으로 덜 선호되었다. 하위 속성간의 우선순위는 화면의 크기와 화질, 편리한 부대시설, 편안한 좌석, 해설과 사운드, 청결한 화장실, 쾌적한 온습도 조절, 경기장 내외의 기타 오락시설, 청결한 경기장의 순서였다. 본 연구는 e스포츠 경기장 구축 시 고려해야 할 우선순위를 고객 관점에서 도출한 실증 연구라는 의의가 있다. 그러나 설문 대상이 특정 지역의 특정 연령대를 중심으로 선정하여 진행된 한계점이 있다. 향후 후속 연구에서는 전국 범위의 다양한 연령대로 연구 대상을 확대하여 설명력을 강화하는 것이 필요하다. New e-sports arenas will open at Gwangju, Busan and Daejeon in 2020. This study examined the priority among the servicescape factors of e-sports arena, which means the attractiveness of the ‘facilities’ to the customers rather than e-sports match itself. Survey target is college students who are main potential customers to e-sports arena. AHP analysis shows that ‘entertaining’ factor and ‘pleasant’ factor are more important than ‘clean’ factors as the higher level factors. Priority among low level factors is: Size and definition of game screen, convenient auxiliary facilities, comfort seats, quality of sound, clean restroom, pleasant air conditioning, entertaining facilities and clearness of floor. Theoretically, this study is a unique research using ‘servicescape’ in e-sports research. For the field operators, this study might be useful to the expenditure planning under the pressure of limited budget. I expect the followed research with wider range of sample.

e-서비스스케이프와 고객의 감정적 반응 및 행동과의 관계

서문식(Mun Shik Suh),김상희(Sang Hee Kim) 한국경영학회 2004 經營學硏究 Vol.33 No.1

Prior researches on servicescape have focused on physical space but this research is focused on cyber space, which is internet site. This research examines how various dimensions of e-servicescape influence customers` emotional responses in the internet service site and how these emotions, in turn, influence customers` approach/avoidance behavior. Through interview, it also supplements research on servicescape by identifying unique e-servicescape dimensions that are not tapped by off-line servicescape research. The data, collected from a sample of 143 internet service site user, indicate that e-servicescape is broken into three dimensions(ambient, layout functionality, aesthetics), and emotions experienced during visitation of internet service sites are broken into four dimensions(positive. arousal, negative, dominance). The results also show that e-servicescape dimensions have a pronounced effect on customers` emotions, and theses emotional experiences serve as critical mediators in the e-servicescape-customer behavior relationship. Thus, future research on servicescape need to pay farther attention to servicescape on internet site.

항공사의 e-서비스스케이프가 고객신뢰에 미치는 영향: 좌석등급의 조절효과를 중심으로

김소용,김홍범 관광경영학회 2019 관광경영연구 Vol.92 No.-

The purpose of this study is to investigate the effect of e-servicescape on customer trust and the moderating effect of airline class on the causal relationship between them. The data was collected by targeting customers who had traveled on airlines more than once in past two years to ensure more reliable responses on the questionnaire survey. A total of 258 responses were collected and used for the statistical analysis. The frequency analysis was, first, conducted to examine the overall demographic characteristics of the respondents. Next, the factors of the e-servicescape of the airlines were investigated through exploratory factor analysis together with reliability analysis for checking the internal consistency of the composing variables to factors. Multiple regression analysis was employed to verify the hypothesized causal relationship between factors of the e-servicescape and customer trust. Finally, the class(upper/economy) of airlines was investigated using by hierarchical regression analysis to verify its moderating effect on the relationship between e-servicescape and customer trust. The e-servicescape of the airline appeared to have a positive (+) effect on customer trust. These factors were found to have a significantly positive effect on customer trust with the exception of visual factors. The airline class was found to have a significantly moderating effect on partial influences of the e-servicescape on the airline customers’ trust.

숙박예약서비스 환경에서 e-서비스스케이프가 고객충성도에 미치는 영향 : 한·중 비교를 중심으로

사사(SHASHA),조동혁(Jo, Donghyuk) 글로벌경영학회 2021 글로벌경영학회지 Vol.18 No.2

온라인 쇼핑 시장의 급속한 성장과 함께 소비자의 소비 행동은 오프라인 중심에서 온라인으로 변화하고 있다. 온라인 환경에서 판매자와 구매자의 관계는 점차 사라지고 있으며, 소비자 행동에 영향을 미치는 요인으로서 온라인 웹 사이트의 환경을 이해하는 것은 인터넷 쇼핑에서 있어 매우 중요한 요소로 인식되고 있다. 따라서 본 연구는 온라인 쇼핑환경을 e-서비스스케이프의 개념으로 제시하고, 고객 만족, 신뢰 및 충성도에 영향을 파악하고자 한다. 이를 위해 본 연구에서는 기존의 연구에서 검토되지 못한 확장된 상호작용성, 정보성, 오락성의 개념을 e-서비스스케이프의 하위차원으로 추가하여 그 역할을 검증하였다. 연구결과, 숙박예약서비스 환경에서 e-서비스스케이프와 고객만족, 고객신뢰 및 고객충성도 간의 유의한 영향관계가 있음을 확인하였다. 본 연구는 e-서비스스케이프의 연구 분야를 숙박예약서비스 분야로 확대하여 e-서비스스케이프와 소비자 행동 간의 관계를 실증적으로 검증하였다는 데 의의가 있다. With the rapid growth of the online shopping market, consumers consumption behavioris moving from offline center to online. In the online environment, the relationship between sellers and buyers is gradually disappearing, and understanding the environment of online web sites as a factor that influences consumer behavior isa very important factor in Internet shopping. Through the servicescape, This study will understand the factors that affect loyalty, focusing on Korea-China comparison. In this study, the concepts of extended interactivity, information, and entertainment that were not reviewed in previous studies were added and introduced into the research model to verify their role. It is meaningful in that a detailed study was conducted by expanding the e-servicescape and accommodation reservation service to conduct a comprehensive study, and in that it studies the relationship between e-servicescape and customer satisfaction, customer reliability, and customer loyalty.

중국 인터넷 쇼핑몰의 e-서비스스케이프가 성과에 미치는 영향: 쇼핑몰 평판의 조절효과

주혜영 ( Hye Young Joo ),최한별 ( Han Byul Choi ),우연지 ( Yeon Ji Woo ) 국제지역학회 2015 국제지역연구 Vol.19 No.1

본 연구의 목적은 중국 인터넷 쇼핑몰의 환경에서 e-서비스스케이프가 고객만족과 재이용의도에 미치는 영향력을 규명하는 것이다. 이를 위해 중국 북경에서 인터넷 쇼핑몰을 이용하는 고객들을 중심으로 자료를 배포하여 총 422부의 유효표본을 획득하였다. 본 연구결과를 요약하면 다음과 같다. 첫째, e-서비스스케이프의 심미적 소구는 고객만족에 정(+)의 영향을 미치고 있다. 둘째, e-서비스스케이프의 주변환경은 고객만족에는 별다른 영향력 미치지 못한다. 셋째, e-서비스스케이프의 레이아웃/기능은 고객만족에 정(+)의 영향을 미친다. 넷째, 고객만족은 재 구매의도에 정(+)의 영향을 미치고 있다. 다섯째, 쇼핑몰 평판은 e-서비스스케이프가 고객만족에 미치는 영향경로에서 부분적 조절효과를 가지며 고객만족이 재 구매의도에 미치는 영향경로에서는 유의미한 조절효과를 갖는다. 본 연구는 상대적으로 연구가 많지 않은 중국 인터넷 쇼핑몰 환경에서의 e-서비스스케이프를 연구하고 쇼핑몰 평판의 조절효과를 검증하고 있다는 점에서 의의가 있다. This research aims to examine the effects of e-servicescape on both consumer satisfaction and re-use intention. To do this, a questionnaires survey was conducted from the Chinese consumers who was using internet shopping malls in China. We could collect 422 effect samples from them. Our findings show that 1) Aesthetic appeal has a positively significant effect on consumer satisfaction, 2) Ambient conditions do not have a significant on it, 3) Layout & functionality has a positive effects on consumer satisfaction, 4) consumer satisfaction has a significant influence on consumer satisfaction, 5) internet shopping malls’ reputation have a moderating effect partially in the causal path of e-servicescape and consumer satisfaction and have a significant moderating effect between consumer satisfaction and re-use intention path. The research have a numerous implications in that it examines a e-servicescape of Chinese internet shopping circumstances which are little studied in related field and presents and examines shopping malls’ reputation as a moderating variable.

e-서비스스케이프가 웹사이트 신뢰 및 재구매의도에 미치는 영향

신진희(Jin-Hee Shin),정용길(Yong-Gil Jeong) 한국콘텐츠학회 2021 한국콘텐츠학회논문지 Vol.21 No.3

1인 가구의 증가와 정보통신 기술의 발전, 다양한 신제품의 출현, 가격 비교 경쟁 등의 원인으로 인하여 온라인 시장은 점차 증가하고 있다. 기업들은 온라인 환경 변화에 적응하고, 경쟁력 우위를 확보하기 위해서는 차별화 전략이 필요하다. 이러한 환경에서 기업이 온라인 시장에서 지속적인 성장과 수익을 창출하기 위해서는 웹사이트에 대한 소비자 인식의 중요성을 고려하고 소비자의 내적 반응에 영향을 미칠 수 있는 온라인 서비스 환경을 통하여 경쟁업체와의 차별화할 수 있는 방안을 알아보는 것에 목적이 있다. 본 연구는 심미적, 기능적, 프라이버시, 상호작용적 요인을 e-서비스스케이프 구성요인으로 제시하여 e-서비스스케이프가 웹사이트 신뢰, 브랜드태도, 재구매의도에 미치는 영향을 연구하고자 하였다. 데이터 분석에서는 온라인 쇼핑 경험이 있는 일반인 485명을 대상으로 설문 조사 하였다. 설문방식은 문항별로 7점 리커트(likert)의 척도로 하였고, SPSS 24.0과 AMOS 25.0를 이용하여 통계분석을 하였다. 분석 결과 e-서비스스케이프에서 심미적, 프라이버시 요인이 웹사이트 신뢰와 브랜드태도에 영향을 미치고 결과적으로 재구매의도에 영향을 미치는 것으로 나타났다. The online market is gradually increasing due to the increase in single-person households, the development of information and communication technologies, the emergence of various new products, and price comparison competition. Companies need differentiation strategies to adapt to changes in the online environment and secure a competitive edge. In this environment, the objective is to consider the importance of consumer perception of websites in order to generate continuous growth and revenue in the online market as well as to differentiate them from competitors using an online service environment that can affect consumers internal responses. In this study, we present aesthetic, functional, privacy, and interaction factors as components of e-servicescape to study the impact of e-servicescape on website trust, brand attitude, and repurchase intention. In the data analysis, 485 ordinary people with online shopping experience were surveyed. The questionnaire was based on a 7-point Likert scale for each question and statistical analysis was conducted using SPSS 24.0 and AMOS 25.0. The analysis shows that in e-servicescapes aesthetic and privacy factors influence website trust and brand attitudes and consequently affect repurchase intention.

e-서비스스케이프가 대형 브랜드, 저가격 의식에 따라인터넷 여행사 선택속성에 미치는 영향

임연우,유희경 한국관광학회 2010 관광학연구 Vol.34 No.1

This study examines the influence of e-Servicescape on selective attributions of the Internet travel agency. In particular, it tests the moderating effect of large brand and low price preference between the two variables. Data were collected from 373 people who have experiences on the products of Internet travel agency. Results show that e-Servicescape has an influence on the every selective attributions of the Internet travel agency. Results also indicate that the tendency on the respondents' large brand preference has an effect on the recognition related to the importance of e-Servicescape. However, the respondents' tendency on low price preference did not an impact on the recognition related to the importance of e-Servicescape.