온라인 쇼핑몰 품질요인이 지각된 소비자 가치, 재구매 의도에 미치는 영향에 관한 연구

A Study on the Influence of Quality Factors of Online Shopping Mall on Consumers’ Perceived Value and Intention to Repurchase

Purpose - Considering the increasingly intense competition in the consumer market of commerce using the Internet, it is necessary to increase competitiveness by providing higher levels of service to consumers using online shopping malls. So, we would like to look at the quality factors of online shopping malls and comprehensively verify how the quality of online shopping malls affects perceived values and intention to repurchase them. The impact relationship identified through this process is intended to present effective current events when implementing marketing strategies. Design/Methodology/Approach - In order to achieve the purpose of the research, a survey was conducted on consumers who experienced online shopping malls from January 20, 2020 to February 5, 2020. A total of 528 effective questionnaires were collected and the data were analyzed using the SPSS and AMOS programs. Findings - The results of the study are as follows. First, the theoretical study and the verification of structural equation model resulted in the four subfactor system quality, information quality, service quality and product quality of online shopping mall quality. Second, online shopping mall quality factors (system quality, information quality, service quality, product quality) were found to have a significant positive influence on perceived value. Third, the online shopping mall quality factors (information quality, service quality, product quality) were found to have a significant positive influence on the intention of repurchase. It was shown that the quality of the system does not have a positive effect on the intention of repurchase. Fourth, the perceived value of users of online shopping malls has been shown to have a significant positive influence on their intention to repurchase. Research Implications - As an implication, this study is meaningful in that it attempted to study the perceived value of consumers using online shopping malls and their impact on their intention to buy back, and predicted consumer behavior by dealing with even the emotional aspects that consumers perceive. Through this study, we also want to provide necessary information to online shopping mall managers and marketers who plan and operate, and provide data to innovate marketing strategies and secure competitive advantage.