본 연구는 고객 가치 차원(실용적 가치와 쾌락적 가치)이 고객만족, 충성도 및 구전의도에 미치는 영향을 조사하기 위해 기존의 마케팅 이론에 근거하여 연구모델을 제안하였다. 본 연구는 중국의 인터넷쇼핑몰 구매자를 대상으로 실증 분석을 행하였다. 중국의 온라인쇼핑몰의 329명 고객으로부터 자료를 수집하여 연구모델 검증에 이용하였다. 실증분석에 앞서 기초분석으로 표본의 일반적 특성, 신뢰도 분석, 탐색적 및 확인적 요인분석을 실시하였고, 연구가설을 검증하기 위해 AMOS를 이용하였다. 본 연구의 분석 결과, 실용적 가치와 쾌락적 가치는 충성도와 구전의도에 영향을 미쳤고, 고객만족에는 실용적 가치만 영향을 미치는 것으로 나타났다. 고객만족은 충성도와 구전의도에 영향을 미쳤고, 충성도는 구전의도에 영향을 미치는 것으로 나타났다. 하지만 쾌락적 가치는 고객만족에 유의한 영향을 미치지 않았다. 이런 조사결과는 중국의 온라인쇼핑몰 상황에 적용할 수 있는 마케팅전략을 위한 시사점을 제공할 것이다.

Based on the Marketing literature, this study proposes a research model for understanding the influences of customer value dimensions(utilitarian value and hedonic value) on customer satisfaction, loyalty and word of mouth intention. This study is an empirically tested in the online shopping mall context of Chinese. Data from a survey of 329 customers of Chinese online shopping malls were used to test the research model. Confirmatory factor analysis was conducted to test the validity of the measurement model, and the structural model also was analyzed to examine the associations hypothesized in the research model. This study uses AMOS approach to investigate the research model. The results showed that utilitarian value and hedonic value affect loyalty and word of mouth intention, while utilitarian value only affect customer satisfaction. Customer satisfaction affect loyalty and word of mouth intention, and loyalty affect word of mouth intention. But hedonic value has not a statistically significant effect on customer satisfaction. These findings also provide implications for the marketing strategy in online shopping mall context. However, this empirical study has limitations that can be addressed in the future research.

Based on the Marketing literature, this study proposes a research model for understanding the influences of customer value dimensions(utilitarian value and hedonic value) on customer satisfaction, loyalty and word of mouth intention. This study is an empirically tested in the online shopping mall context of Chinese. Data from a survey of 329 customers of Chinese online shopping malls were used to test the research model. Confirmatory factor analysis was conducted to test the validity of the measurement model, and the structural model also was analyzed to examine the associations hypothesized in the research model. This study uses AMOS approach to investigate the research model. The results showed that utilitarian value and hedonic value affect loyalty and word of mouth intention, while utilitarian value only affect customer satisfaction. Customer satisfaction affect loyalty and word of mouth intention, and loyalty affect word of mouth intention. But hedonic value has not a statistically significant effect on customer satisfaction. These findings also provide implications for the marketing strategy in online shopping mall context. However, this empirical study has limitations that can be addressed in the future research.

utilitarian value, hedonic value, customer satisfaction, loyalty, word of mouth intention