본 연구의 목적은 중국소비자의 온라인 쇼핑의 동기가 e-스토아 속성 평가에, 속성 평가가 재구매의도에 미치는 인과관계를 조사하는 것이다. 이를 통해 중국소비자의 온라인 소비활동을 이해하고 중국 온라인 시장에서 효과적인 e-마케팅 전략을 모색하고자 하였다. 수단목적사슬이론(Gutman, 1982)을 e-스토어 이용상황에 도입한 구동모ㆍ장홍섭(2005)의 연구를 토대로 쇼핑동기(편리성, 경제성, 점포성), e-스토어 속성(상품구색, 정보품질, 거래안전, 배달서비스, 사후 서비스), 구매의도 간의 계층적 구조관계를 제안하고 그에 따른 가설을 설정하였다. 중국 베이징, 상하이, 칭다오, 광조우에서 편의표본추출방법으로 설문조사를 실시했으며, 회수한 총278장의 설문지를 분석한 결과, 쇼핑동기로서 편리성 지향은 상품구색, 정보품질, 배달서비스에 영향을 주는 것으로 나타났고, 경제성 지향은 상품구색, 정보품질, 거래안전, 사후 서비스에 영향을 주는 것으로 나타났으며, 점포성 지향은 상품구색과 정보품질에 영향을 주는 것으로 나타났다. 덧붙여, e-스토어 속성 중 상품구색, 거래안전, 배달서비스에 대한 긍정적 평가는 e-스토어 재구매의도에 영향을 미치는 것으로 나타났다.

The objective of this study is to contribute to expanding our understanding of the consumption patterns of Chinese consumers when they are engaged in shopping online. This study proposed a theoretical model, examining a sequential pattern among the motives that drive people to shop online, evaluations of e-store attributes, and re-purchase intention. These relationships are then hypothesized. The model can assist marketers to understand the patterns of online consumption and in turn should lead to better designed and better implemented e-marketing strategies. The survey activities were conducted in Qingdao, Shanghai and Beijing, China. Data from 278 experienced online shoppers were collected through a personally administrated, structured questionnaire. The analysis, using the structural equation modeling, revealed that the relationships among the motivational dimensions and the attribute dimensions were complicated. The results showed that (a) product assortment and (b) information quality were positively influenced by all three motivational dimensions, whereas (c) trade security and (d) delivery services were influenced by economical-oriented and convenience-oriented respectively. In addition, (e) after-sale services of e-store attributes was influenced by economical-oriented. The analysis also demonstrated that customers' evaluations of (a) product assortment, (b) trade security and (c) delivery services have positive relationships with re-purchase intention. The practical implications for e-store marketers and limitations of this study were discussed.

The objective of this study is to contribute to expanding our understanding of the consumption patterns of Chinese consumers when they are engaged in shopping online. This study proposed a theoretical model, examining a sequential pattern among the motives that drive people to shop online, evaluations of e-store attributes, and re-purchase intention. These relationships are then hypothesized. The model can assist marketers to understand the patterns of online consumption and in turn should lead to better designed and better implemented e-marketing strategies. The survey activities were conducted in Qingdao, Shanghai and Beijing, China. Data from 278 experienced online shoppers were collected through a personally administrated, structured questionnaire. The analysis, using the structural equation modeling, revealed that the relationships among the motivational dimensions and the attribute dimensions were complicated. The results showed that (a) product assortment and (b) information quality were positively influenced by all three motivational dimensions, whereas (c) trade security and (d) delivery services were influenced by economical-oriented and convenience-oriented respectively. In addition, (e) after-sale services of e-store attributes was influenced by economical-oriented. The analysis also demonstrated that customers' evaluations of (a) product assortment, (b) trade security and (c) delivery services have positive relationships with re-purchase intention. The practical implications for e-store marketers and limitations of this study were discussed.

Chinese consumers, online shopping, shopping motive, e-store attributes, re-purchase intention