[국제전자상거래]전자상거래에 있어서 고객만족 결정요인에 관한 실증연구

An Empirical Study on Relationships between the Customer Satisfaction and its Determinants in Electric Commerce

This study examines the relationship between customer satisfaction and its determinants under the environment of electronic commerce(hereinafter eCommerce). In addition, this research investigates the effect of the ambiguity which moderates the relative impact of service quality upon customer satisfaction. The major findings of this study are as follows. First, the results of empirical study have it that service quality is significant determinants of customer satisfaction in eCommerce environment. Second, the results of empirical analysis is turned out to be consistent with the research hypothesis upon the relationship between customer satisfaction and customer loyalty. The major findings of this study have theoretical implications as follows. First, the findings of this study make a contribution to the understanding the relationships between the customer satisfaction and its antecedents and its consequences in the on line eCommerce environment Second, this study test the effect of ambiguity which moderates the relationships between customer satisfaction and service quality.