인터넷 쇼핑몰의 서비스품질이 명성과 구매의도에 미치는 영향: 중국 소비자를 대상으로

Abstract

Rapidly growing Internet is becoming the main distribution channels selling products and service to consumers, more and more Internet shopping mall can be found nowadays. As the market of the Internet shopping mall is increasingly competitive, service quality is becoming a crucial issue for the survival of a company. The purpose of this study is to find out the influence that the service quality has on the Internet shopping mall’s reputation and the customer purchasing intention in the Chinese Internet shopping mall. This study is based on e-Service Quality developed by Moonkyu Lee(2002), the service quality of the Internet shopping mall was divided into five aspects, such as information quality, transaction quality, design quality, communication and security. In order to realize the purpose of this study, 186 respondents of Chinese Internet users were surveyed by quota sampling from the population group of the actual visited Internet shopping mall. The date were analyzed by using SPSS 18.0 package program. As a result, the Internet shopping mall service quality had a positive effect on the Internet shopping mall’s reputation and customer purchasing intention. Specifically, transaction quality and communication had more consistently positive effect on customer purchasing intention and reputation. And the Internet shopping mall’s reputation had a positive effort on customer repurchase intention as well.