온라인 쇼핑몰의 고객 총성도에 영향을 미치는 요인에 관한 연구: 한국-중국 비교

Abstract

This study aimed at consumers who used Internet shopping as a sample, and conducted a survey through the questionnaire app / direct access. The questionnaire was composed of general status, product characteristics, service quality characteristics, post management, consumer characteristics, and customer loyalty. As the influence factors of customer loyalty, This study researched whether product characteristics, service quality characteristics, post-management characteristics, and consumer characteristics would affect customer loyalty. First, product quality and product price were product characteristics, responsiveness and reliability were service quality characteristics, product distribution and use education were post-management, and sns dependence and consumer emotion were effective for consumers. Second, Chinese online shopping market has not yet confirmed the product characteristics, the reliability of the service quality characteristics, the product education in the later management, and the sns dependence of the consumer characteristics. These factors had no significant impact on customer loyalty. Korean online shopping market has not yet confirmed the product price, the later management, and the sns dependence of consumer characteristics, these factors had insignificant influence on customer loyalty.