인터넷 쇼핑몰의 e-서비스품질과 e-충성도에 관한 실증연구 : 중국 역직구 소비자 대상으로


An Empirical Study on e-Service Quality and e-Loyalty of Internet Shopping Malls : Focusing on Chinese Overseas Direct Purchasing Consumers

진방흠, 박귀정

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Recently, marketing channel environments is moving away from offline mode, but it is approaching consumers without limit of time and place. It is also as well as doubles the size of offline and online operation at the same time. As the number of virtual stores increases, competition among companies as well is intensifying. Therefore, in the case of the retail industry concern with internet, customer satisfaction and trust should be important factors by strengthening customer relationship, so that companies based on internet can survive in a competitive environment. In the future, research on e-service quality, which can play an important role in establishing a positive attitude toward Chinese overseas online direct shopping malls and further improving their customer loyalty, will be significant. The purpose of this study is to investigate the relationship between e-service quality factors(convenience/assurance/responsiveness/privacy), trust and customer satisfaction. In addition, we tried to verify the relationship between e-service quality, trust, and customer satisfaction. As a survey for this study, questionnaires were collected from online and questionnaires and direct questionnaires for internet shopping mall users from May 1 to August 22, 2017. Finally, 440 questionnaires were used as empirical data for the research hypothesis test. The results of analysis is summairzed as follows. First, research hypothesis H1 is a hypothesis for studying the relationship between e-service quality factors(convenience/assurance/responsiveness/privacy) and trust in internet shopping mall. The results showed that the four variables of e-service quality had a positive effect on the formation of trust. In other words, systematic information provision, rapid response, safe payment method, friendly response and problem solving ability increase trust. Second, research hypothesis H2 is a hypothesis for studying the four dimensions of e-service quality have a positive effect on customer satisfaction. This result showed that managers must continually improve site quality to increase customer satisfaction. Third, research hypothesis H3 is a hypothesis for studying the relationship between trust and customer satisfaction. The result showed that customer satisfaction is enhanced by delivering reliable services. Lastly, research hypotheses H4 and H5 are hypotheses for studying the relationship among the trust, customer satisfaction and e-loyalty on internet shopping malls. In the study, trust and customer satisfaction showed a positive effect on e- loyalty.


 1. 서론
 2. 이론적 배경 및 가설설정
  2.1 해외직접구매
  2.2 e-서비스 품질과 신뢰의 개념
  2.3 고객만족의 개념
  2.4 e-충성도의 개념
 3. 연구모형
  3.1 연구모형
  3.2 변수의 조작적 정의
  3.3 자료수집
 4. 실증분석
  4.1 신뢰성 및 타당성
  4.2 변수간의 상관관계
  4.3 가설 검정
 5. 결론
  5.1 연구요약 및 시사점
  5.2 연구의 한계 및 제언
 About the Authors


  • 진방흠 Chen, Fangxin. 대동대학교 경영대학 경영학과
  • 박귀정 Park, Gwijeong. 경상대학교 경영대학 경영학과


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