전자상거래 서비스품질과 사전이용경험이 이용자 만족 및 구매의사에 미치는 영향 = The Effects of Service Quality and Prior Experience of Electronic Commerce on User Satisfaction and Purchase Intention

다국어 초록 (Multilingual Abstract)

The objectives of this research are to investigate major factors of Service Quality(SQ), Questionnaires for user interface satisfaction(QUIS), and the effects of these factors, and an interaction effect of prior internet experience on satisfaction and purchase intention. A survey was conducted to collected the data with the questionnaires, 193 questionnaires were used for the analyses. The study results show that consumer perceived SQ and QUIS, and the judgements of a specific shopping mall's product and service in the processes from information search to afterservice affect consumer satisfaction and behavioral intention as hypothesized. Consumers' Internet shopping experience was found to affect behavioral intention interactively with satisfaction. Tangibility and reliability dimensions of service quality were found to be the major factors affecting consumer satisfaction. Also, the dimension of interaction between service provider and consumer in QUIS was a major factor for the satisfaction and behavioral intention. In sum, the results of this research appear to explain consumers' Internet shopping mall behavior. This research offers several implications for Internet marketers and academics.