중국인터넷쇼핑몰에서 고객행동유형이 고객충성도에 미치는 영향에 관한 연구

A study of the effects of customer behavior patterns on customer loyalty in Chinese Internet shopping market : focused on characteristics of customer and regulation effect of relationship benefit in Internet shopping market

Chinese online shopping malls that Buyers are rapidly changing and increasing and are bringing an enormous impact in the Internet shopping market. Among the Chinese e-commerce market turned into a battleground of the richest, most people focused on relationship between Wangjienrin(Property maestro) and mawin(hero of online). E-commerce customer in China has already exceeded 5 hundred and 10 million in June 2012. Targeting Chinese customer that have internet shopping experience, identify effect of customer satisfaction and customer loyalty by customer behavior patterns and between customer satisfaction and customer loyalty what play role as relationship benefits. Through the empirical study, customer behavior patterns in Chinese online shopping mall actively participate in this action impact a significant impact on customer satisfaction. The citizen behavior and bad behavior, on the other hand, showed non significant influence on customer satisfaction. In addition, actively participate in action x innovation and civil action x profit recognition significant effect between customer satisfaction and customer behavior patterns in internet shopping user characteristics. Internet shopping customer satisfaction in China, customer satisfaction is a significant influence on customer loyalty. In other words, if satisfied with the use of good business relationship with the Internet shopping mall and feel satisfied with the service more and more to have a sense of intimacy and affection for internet shopping is to ever be used. Finally, Customer satisfaction x psychological economic benefits significant effect between customer satisfaction and customer loyalty by regulating role in Relationship Benefits in Chinese internet shopping. Through the study propose useful framework for marketing strategy that marketing strategy of theoretical, practical, implications about relationship type of customer behavior factors, customer satisfaction, customer loyalty in China s Internet shopping mall.