중국 인터넷 쇼핑몰의 e-서비스스케이프가 성과에 미치는 영향: 쇼핑몰 평판의 조절효과 = Effects of e-Servicescape on Performance in Chinese Internet Shopping Malls: Moderating Effects of Shopping Malls` Reputation

다국어 초록 (Multilingual Abstract)

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.

참고문헌 (Reference)

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