B2C 전자상거래에서 고객만족도를 높이기 위한 ESCROW의 활용에 관한 연구

The Study of Developing Escrow For Improvement of Customer Satisfaction In B2C Electronic-Commerce

As the Internet has been used widely in modem firms for gaining competitive advantage in the market. B2C(Business to Customer) electronic commerce emerged as one of strong alternatives for this purpose. As the center of mass is moved from a seller to a buyer, the customer is going to be a subject in e-commerce. The emergence of Internet derives many changes in customer part. As a digital network is formed between a corporation and a customer, a new point of view is needed for corporations to access customers. For this reason, we have to study what is the positive factor for buying motivation and what is the negative factor for buying motivation. In this study, the uncertainty of payment will be focused in negative factor. That is, when we pay for the purchased goods, if we have a various payment conditions, our buying motivation will be increased because we can expand our settlement period. But most people use a credit card for payment though we have a some methods, for example credit card, e- Money, wiring transfer etc. And the more people use internet shopping, the more customers will be concerned about refund or return. In addition, the credence of a shopping mall and the security of payment system can be the factors that make effects on customer satisfaction. So, we can make conclusion that the increasing of the credence and the security of transactions will make customer satisfaction improve. Therefore this study will suggest Escrow which is now at a developing stage in Korea.