인터넷쇼핑몰의 수익성향상을 위한 품질차원, 만족 및 구매의도 간의 구조적 관계에 관한 연구 -중국 소비자를 중심으로- (The Structural Relationship among Quality Dimensions, Customer satisfaction and Purchase Intention of Chinese Consumers to Enhance Profitability of Internet Shopping Malls)

서지정보

· 발행기관 : 한국생산성학회
· 수록지 정보 : 생산성연구: 국제융합학술지 / 23권 / 4호 / 45 ~ 75페이지
· 저자명 : 전외술, 박성규

초록

전자상거래가 증가하면서 기업들은 제품과 서비스를 판매하기 위해 점차적으로 인터넷에 의지하고 있다. 하지만 이러한 온라인 상거래 시스템의 효과성은 고객과 기업들 사이의 기술 기반 상호작용에 대해 고객들이 느끼는 편안한 정도에 달려있다.

영어초록

Based on the information system and marketing literature, this study proposes a
research model for understanding the influences of quality dimensions(system quality,
information quality and service quality) on customer satisfaction and purchase intention.
Three system quality variables(design, interactivity and access), two information
quality variables (informativeness and security) and three service quality
variables(responsiveness, reliability and empathy) are identified as important variables
that have an impact on customer satisfaction and purchase.
Data from a survey of 405 customers of Chinese Internet Shopping malls are used to
test the research model. Confirmatory factor analysis is conducted to test the validity of
the measurement model, and the structural model also is analyzed to examine the
associations hypothesized in the research model. This study uses LISREL(SIMPLIS)
approach to investigate the research model.
The results show that design, interactivity, security, reliability and empathy affect
customer satisfaction, while access, informativeness and responsiveness have not a
statistically significant effect on customer satisfaction. Also all variables affect purchase
intention.
Overall, system quality, information quality, and service quality are important
antecedents of customer satisfaction and purchase intention. Finally, this study suggests
the implications of these findings and offer directions for future research.

참고자료

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