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SCOPUS 학술저널

A Study of the Effect of Purchasing Factors on Customer Satisfaction and Repurchasing Intention of Chinese Residents in Korea Buying through Internet Shopping Malls

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Purpose - This study examines the effects of purchasing factors of consumers based on customer satisfaction and repurchasing intention buying through Internet shopping malls. The subject of this study are Chinese residents who have lived over a year in Korea. Research design, data, and methodology - In this study, former research related with internet shopping malls’ customer satisfaction and repurchase intention was revised. Based on past research, the internet shopping mall purchasing factors divided to 4 factors; factors of product, price, service, and promotion. 5 hypotheses were made. They are <H1> Product factors of internet shopping malls have meaningful effect to customer satisfaction, <H2> Price factors of internet shopping malls have meaningful effect to customer satisfaction, <H3> Service factors of internet shopping malls have meaningful effect to customer satisfaction, <H4> Promotion factors of internet shopping malls have meaningful effect to customer satisfaction, <H5> Customer satisfaction factors of internet shopping malls have meaningful effect to customer repurchase intention. Measurements developed 4~5 items to each factor and questionnaires were made. The survey was conducted on 1,000 Chinese people. Out of 292 surveys, 9 were excluded which responded nothing or were unfilled. Finally 283 surveys were used in empirical analysis with SPSS 22.0 statistical program. Hypotheses were verified by structural equation modeling. Results - The following conclusions are shown in the empirical study. First, the service and promotion factors of internet shopping mall have effects on customer satisfaction. Second, customer (Chinese people who live in Korea) satisfaction have effects on repurchase intention. Third, the products value and price level of internet shopping mall have strong effects on repurchasing intention. Conclusions - There are suggestions that Chinese customers satisfied with Korean internet shopping malls might increase their royalty t

Abstract

1. 서론

2. 기존 문헌의 고찰

3. 연구의 설계

4. 실증분석

5. 결론 및 요약

Reference

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