초록 열기/닫기 버튼
Purpose: This study seeks to understand the Chinese online shopping mall store image attributes to target your audience on customer satisfaction and trust, understand how it affects customer loyalty and parameters of customer satisfaction and trust between store image attributes and customer loyalty role center. In China's growing e-commerce industry, When domestic Internet shopping mall companies enter the Chinese market, Theoretical considerations and practical implications are presented, I would like to provide a broad understanding of Chinese Internet shopping mall users and useful marketing strategies. Research design, data, and methodology: This study product attributes, service and atmosphere properties of the store image attributes for consumers who use the Internet shopping mall of Chinese customers satisfaction and trust, and how the impact on customer loyalty, mediating role of customer satisfaction and trust will look at whether the impact there is seeing its purpose. Setting the hypotheses and research model based on the previous studies in order to achieve the purposes of this study, which was conducted in order to verify this empirical analysis. The subjects were surveyed Internet users in China 324 people. Results: First, store the image properties of the product attributes (β = .581) it showed a significant effect on the more significant compared to the service and atmosphere properties (β = .265). Second, we've found that a significant effect on the product properties only store images (β = .583) of the trust property or property service and atmosphere (β = .044) showed that it does not significantly affect the trust. Third, compared to the trust (β = .601) customer satisfaction (β = .180) in the Chinese Internet shopping showed an even greater impact on customer loyalty. Fourth, customer satisfaction online shopping mall in China will play a mediating role between store image and customer loyalty. Conclusions: Analysis, customer satisfaction can be viewed as the product attributes and the only intermediary customer loyalty. Trust can be viewed as a mediating role between product attributes and customer loyalty. So part was adopted.
