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인터넷 쇼핑몰의 물류서비스품질이 지각된 위험, 신뢰, 만족, 충성도에 미치는 영향

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Abstract
Recently, as the internet and information technology develop, the
growth of internet shopping malls has been accelerated globally. It
provides chances for international connectivity, flexible information
sharing and low transaction expense and has influence on the growth
and development of electronic commerce.
As for China, the emergence of the internet commerce and the
shopping malls has fallen behind, but with the influence of rapid
economic development, the use and penetration rate of the internet
are increasing continuously and the expansion and growth are
progressing fast. However, because of the problems like
infrastructure, the quality is relatively low; consumers' perceived risk
level of the internet shopping malls is high; the construction of
comprehensive and consistent distribution system and logistics system
is difficult. They are the causes of hindrance for the growth of
Chinese internet shopping mall market.
This study exploited the attractive factors of the domestic
enterprises in the internet shopping malls in Chinese market and
proposed logistics service quality plan so as to preoccupy the
dominant position in the internet shopping malls through
differentiation. From Chinese consumers, as the logistics service
quality lowers the perceived risks of internet shopping, secures
consumers' trust, maximizes the internet shopping satisfaction and
retains the loyal customers, the possibilityof the construction of the
environment that enables the consistent repurchase was revealed. It
is also aimed to provide helpful basic materials for the Korean
enterprises which attempt to enter into Chinese internet shopping mall
market.
In order to realize the purpose of this study, through previous
studies on the logistics service quality of internet shopping malls and
the perceived risks, trust, satisfaction and loyalty, theoretical
research for each concept and empirical analysis were conducted. For
the analysis, with the Chinese tourists visiting Korea as subjects,
investigation was conducted in domestic airports and tourist spots.
Through empirical analysis, the reliability and validity of each concept
were verified and regression analysis was conducted in the
hypothesis verification.
The results of empirical analysis and strategic implications can be
summarized as follows.
First of all, the logistics service quality of Chinese internet
shopping malls showed multidimensional characteristics which were
divided into product support, order accuracy, order procedure,
discordance processing, information exploration, costumer reception
and distribution processing. Accordingly, in order to improve the
logistics service quality of internet shopping malls for Chinese
consumers, comprehensive management for these dimensions formed
multi-dimensionally is needed.
Secondly, Chinese consumers' perceived risks of internet shopping
malls showed multidimensional characteristics which consist of
economic risk, product function risk, information exposure risk and
socio-psychological risk. The perceived risks showed diversely.
Accordingly, like the logistics service quality, comprehensive approach
is needed in order to eliminate or alleviate Chinese internet shopping
mall consumers' perceived risks.
Thirdly, it is showed that the logistics service quality of Chinese
internet shopping malls had negative influence on Chinese internet
shopping mall consumers' perceived risks. Especially, it is confirmed
that the discordance processing and distribution processing had
negative influence on the economic risks, that the discordance
processing had negative influence on the product function risk, and
that the product support, order procedure, discordance processing, costumers reception and distribution processing had negative influence
on the socio-psychological risk. Therefore, through the improvement
of the logistics service quality of the internet shopping malls, the
perceived risks of the use of internet shopping malls can be reduced
or eliminated. Especially, the distribution processing can contribute to
reducing most of the risks. With this as the focus, intensive
management is needed. Therefore, the delivery after order should be
rapid. The product delivery should be made on the given day. It is
necessary to make it possible for the consumers to decide the
delivery time freely.
Fourthly, it is showed that the related risks perceived by Chinese
internet shopping mall consumers had negative influence on trust and
satisfaction. Especially, it is showed that Chinese consumers'
socio-psychological risk of the internet shopping malls had negative
influence on trust, that the economic risk and the socio-psychological
risk had negative influence on satisfaction and that among other
perceived risks, socio-psychological risk was acting as the factor that
declines the trust and satisfactionof Chinese internet shopping mall
consumers. Thus, the possibility that the Chinese internet shopping
mallconsumers can be assessed negatively because of their internet
shopping behaviors by surrounding people or the worry that the
product purchase from the internet shopping malls can damage their
dignity or image should be considered. In order to eliminate the risk
caused by the social influence for them, efforts for personal
information support are needed. The preparation of the plan which
implants psychological stability for them is needed.
Fifthly, it is showed that Chinese consumers' trust and satisfaction
towards internet shopping malls had positive influence on loyalty.
Especially the loyalty towards internet shopping malls had more
influence on trust than the satisfaction. In order to secure Chinese
consumers' loyalty towards internet shopping malls, the internet
shopping malls should be safe and the purchase behaviors through
internet shopping malls should improve consumers' profits. Moreover,
promises should be kept and the belief that there is sense of
responsibility should be implanted. Particularly, reliable information should be provided constantly before transaction, in the transaction
and after transaction. In addition, as the idea that the shopping in the
internet shopping malls was wise is imprinted, attractive factors
which can provide expected satisfaction should be developed and
offered.
Sixthly, in terms of the analysis results of the demographic
characteristic difference of each research concept, part of the
significant differences in the logistics service quality, perceived risks,
trust and loyalty are found as follows.
① The logistics service quality was reviewed with seven
subdivisions which are product support, order accuracy, order
procedure, discordance processing, information exploration, costumer
reception and delivery processing. Among the characteristics of the
respondents, according to the level of education, there were
significant differences statistically in four factors which are product
support, order accuracy, order procedure and discordance processing.
Namely, the higher their education level was, the higher the degree
of logistics service quality awareness was. It is showed that internet
is related to the acceptance of new media and their use ability.
② the perceived risks consist of four sub factors which are
economic risk, product function risk, information exposurerisk and
socio-psychological risk. It is showed that there were significant
differences among the characteristics of the respondents according to
gender and age. Namely, gender is related to the product function
risk. Males perceived more product function risk than females. The
lower the age was, the more the economic risk and information
exposure risk were perceived.
③ It is showed that the older themales were and the higher their
education level was, the more trust in the use of internet shopping
malls they perceived than the females, the higher their education
level was, the more loyalty they perceived than the females and that
the males perceived more satisfaction than the females.
Author(s)
孫達林
Issued Date
2014
Awarded Date
2014. 2
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000006696
Alternative Author(s)
손달림
Affiliation
제주대학교 대학원
Department
대학원 경영학과
Advisor
김정희
Table Of Contents
Ⅰ. 서론 1
1. 연구의 필요성 및 목적 1
2. 연구 방법 및 논문의 구성 5
Ⅱ. 이론적 배경 6
1. 중국 인터넷쇼핑몰 발전과정 및 현황 6
1) 인터넷 쇼핑몰의 개념 및 특성 6
2) 중국 인터넷 쇼핑몰 시장의 발전과정 10
3) 중국 인터넷 쇼핑몰관련 선행연구 16
2. 물류서비스 품질 19
1) 서비스 품질 19
2) 물류서비스 품질의 정의 및 유형 24
3) 중국의 물류서비스 현황 28
4) 인터넷쇼핑 상황에서의 물류서비스 품질 구성요소 33
3. 지각된 위험 35
1) 지각된 위험의 정의 35
2) 지각된 위험의 유형 37
4. 신뢰 40
1) 신뢰의 정의 40
2) 신뢰의 유형 41
3) 인터넷 쇼핑몰에서의 소비자 신뢰 42
5. 인터넷 쇼핑몰 마케팅 성과 45
1) 소비자 만족 45
2) 충성도 47
Ⅲ. 연구 방법 51
1. 연구의 모형 및 가설 설정 51
1) 물류서비스 품질과 지각된 위험와의 관계 52
2) 지각된 위험과 신뢰와의 관계 53
3) 지각된 위험과 만족과의 관계 53
4) 신뢰와 충성도와의 관계 54
5) 만족과 충성도와의 관계 54
2. 조사 방법 56
1) 조사 설계 56
2) 변수의 조작적 정의 및 측정 56
3) 설문지 구성 64
3. 분석 방법 65
Ⅳ. 실증 연구 66
1. 응답자 특성 66
2. 중국 소비자의 인터넷 쇼핑몰 이용실태 67
3. 측정도구의 신뢰성 및 타당성 분석 70
1) 신뢰성 및 타당성 분석 70
2) 상관관계 분석 74
4. 가설 검증 76
1) 물류서비스 품질이 지각된 위험에 미치는 영향 76
2) 지각된 위험이 신뢰, 만족에 미치는 영향 79
3) 신뢰와 만족이 충성도에 미치는 영향 80
5. 응답자 특성에 따른 차이 분석 83
1) 성별에 따른 차이 분석 83
2) 연령에 따른 차이 분석 84
3) 학력에 따른 차이 분석 86
4) 직업유무에 따른 차이 분석 87
5) 소득에 따른 차이 분석 89
Ⅴ. 결론 91
1. 요약 및 전략적 시사점 91
2. 연구의 한계 및 미래 연구방향 95
참고문헌 96
부록 1. 설문지(한글) 114
부록 2. 설문지(중국어) 120
Degree
Master
Publisher
제주대학교 대학원
Citation
孫達林. (2014). 인터넷 쇼핑몰의 물류서비스품질이 지각된 위험, 신뢰, 만족, 충성도에 미치는 영향
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