An Empirical Study on Factors Affecting Customer Stickiness in Chinese Local Life-Service Online Group-Buying Market

서지정보

· 발행기관 : 한국유통경영학회
· 수록지 정보 : 유통경영학회지 / 19권 / 2호 / 33 ~ 42페이지
· 저자명 : 장염청, 맹해양, 배기형

초록

Purpose: With the rapid growth of e-commerce and the arrival of China consumption era, the development of local life-service online group-buying(LLSOGB) will promote the process of life-service business. This study aims to build customer satisfaction and stickiness model from online group-buying website (perceived ease of use, perceived usefulness, safety, quality, discount) and offline service quality of retailer(tangibles, reliability, responsiveness, assurance, empathy).
Research design, data, and methodology: Appropriate measures were developed and tested on 574 respondents in China with a cross-sectional questionnaire survey. The path relationships of the research model were analyzed by SPSS 17.0.
Results: The results confirmed that online website quality(PE, safety, quality, discount) have positive impacts on customer satisfaction, but PEOU does not significantly influence satisfaction. Meanwhile, five dimensions of offline retailers’ service quality have positive impacts on customer satisfaction. Customer satisfaction has positive impact on stickiness.
Conclusions: Thus, the managers should focus on online website quality and offline retailers’ service quality to improve stickiness through customer satisfaction. At last, several managerial implications were indicated, for example, the operation of LLSOGB retailers should turn from the previous price-driven model into a service-driven model and LLSOGB platforms can make profits by providing marketing services to retailers.

참고자료

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