중국의 온라인 쇼핑물의 서비스 품질이 고객신뢰, 고객만족도, 재구매의도와 구전의도에 미치는 영향에 관한 연구

A Study on the Effect of Service Quality of Online Shopping in China on Customer Trust, Customer Satisfaction, Repurchase Intention, and Word of Mouth

Purpose - The main purpose of this research is to find service quality factors that affect customer satisfaction and customer trust in Chinese online shopping malls, and whether customer satisfaction and customer trust have an impact on repurchase intentions and word-of-mouth intention. Design/Methodology/Approach - By analyzing the service quality, customer satisfaction, customer trust, repurchase intentions and word-of-mouth intention of online shopping malls, its measurement model can be determined. On this basis, we put forward research recommendations and established an empirical research model. Findings - The results of this study are as follows. First, product price, product quality, product diversification, logistics, product after-sales service, shopping mall-availability, and shopping mall interaction of online shopping malls have a positive direct impact on customer trust and customer satisfaction. Secondly, customer satisfaction has a positive and direct impact on customer trust. Finally, on the basis of the research results, this paper puts forward some suggestions for how to improve the service quality of online shopping malls. Research Implications - In order to survive in the fiercely competitive online shopping malls, it is very important to strengthen customer satisfaction and customer loyalty by improving service quality. Therefore, this study extracted eight service quality factors that affect Chinese consumer’ use of e-commerce shopping malls, product price, convenient shopping mall, product quality, product diversification, logistics, product after-sales service, shopping mall availability, and shopping mall interaction, and learned how service quality factors affect customer satisfaction and trust, thereby improving customer satisfaction from the perspective of shopping mall operators. For this reason, policy implications for the need to improve service quality factors are put forward.