웹사이트의 지각된 품질이 고객만족과 신뢰를 매개로 충성도에 미치는 영향

The Effects of Perceived Quality on Loyalty by Mediating Customer Satisfaction and Trust in Websites: Moderating Effect of Customer Innovativeness

The aims of this study are to investigate the effect of website quality on customers’ perceived quality as well as, to examine to the mediating paths of satisfaction and trust on loyalty formation and verify the moderating effect of innovativeness on satisfaction and trust in electronic commerce settings in Korea and China. During a survey, a sample of customers who have experience with websites were examined using SPSS 20.0 and AMOS 20.0. Results of the study are as follows. First, usability, information quality, and interaction have a significant effect on perceived quality in Korea. In China, information quality and interaction have a significant influence on perceived quality. Second, perceived quality has an influence on satisfaction and trust, and these variables had an influence on loyalty in both countries. Third, the effect of satisfaction on trust was not statistically significant in both countries. Finally, the effect of perceived quality on satisfaction is found to be higher relative to innovativeness in Korea, but not in China. In addition, the effect of perceived quality on trust is found to be higher with respect to innovativeness in China, but not Korea.