중국인터넷쇼핑몰 이용자들의 소비감정이 고객만족 및 고객 애호도에 미치는 영향에 관한 연구

A Study on the Effects of Consumption Emotion of the Users of Internet Shopping Malls on Customer Satisfaction and Customer Loyalty in China: Focused on the Moderating Effect of Service Quality

With the China Internet shopping mall expanding, consumers evaluated internet shopping mall site than before. Internet shopping mall Web site evaluate is related Consumption emotion. Consumption emotion is a term widely used in psychology and has been becoming more important issue. Consumption emotion can be divided into positive emotions and negative emotions and refers to a consumer's emotional state which influences his behavior. This study used the moderating variable on Service Quality and was to examine the difference of Consumption emotion (positive and negative emotion), customer satisfaction, and customer loyalty by the typology of internet shopping mall Service quality. The research utilized questionnaire survey technique with the 444 sample randomly from China. Statistical analysis was done using SPSS17.0K. Consumption emotion(positive and negative emotion)failed to show any signigicant as moderating factor this service quality customer satisfaction relationship. China's Internet shopping mall users Service quality was evaluated only in the mall and did not control consumption emotion. Moreover, quality of service did not have a significant impact on customer satisfaction. Service quality factors are needed in order to improve customer satisfaction of China Internet users.