온라인 쇼핑몰에서의 관계효익과 신뢰가 관계몰입 및 재구매 의도에 미치는 영향

Abstract

The purpose of this study is to examine the effect of relation benefits and trust on relation commitment and repurchase intention, focusing on Chinese students who use online shopping malls. For the sample collection of this study, Chinese students enrolled in universities (graduate school) in Busan area were surveyed from April 16, 2017 to April 25, 2017, and the survey was composed of 331 valid respondents. The questionnaire of this study included four questions of socialization benefits, five questions of psychological benefits, five questions of customer benefits, and five questions of economic benefits to meet the purpose of this study, and each question consisted of the Likert five-point scale. Trust was measured by eight measurement items, and relation commitment was measured by six measurement items. The instrument used in this study was a Likert 5-point scale, with 1 point for 'Strongly agree' and 5 points for 'Strongly disagree'. The data collected in this study are tested for reliability and validity through frequency analysis, correlation analysis and exploratory factor analysis using SPSS 22.0 after data coding. And regression analysis was conducted to verify hypotheses about the effect of relational benefits and trust in online shopping mall on relation commitment and repurchase intention. Finally, bootstrapping was performed to verify the significance of the indirect effect. The main results of the statistical analysis can be summarized as follows. First, regarding the relation benefits on the online shopping malls, as a result of multiple regression analysis to verify whether there is a positive (+) effect on trust, only the psychological benefits of subordinate factors of relation benefits were found to be influential. Among the sub-factors of the relation benefits, the customer benefits, economic benefits, and social benefits were not statistically significant. Second, the relation benefits in online shopping mall have a significant positive (+) effect on relation commitment. Fourth, trust in online shopping mall has a significant positive (+) effect on relation commitment. Third, the relation benefits in the online shopping mall showed a significant positive (+) effect on repurchase intention. Fifth, trust in online shopping mall showed a significant positive (+) effect on repurchase intention. Sixth, relation commitment in an online shopping mall has a significant positive (+) effect on repurchase intention. Analyzing various variables related to customer satisfaction of Chinese students in online shopping malls, the results of this study suggest the direction of differentiated purchasing activity on online shopping malls from the assortment of the products to be handled to the customer service provided in order to secure competitiveness in Korean online shopping malls.