중국 인터넷 쇼핑몰 데이마케팅 참여자의 쇼핑동기가 만족도와 재구매의도에 미치는 영향

Abstract

The purpose of this study is to investigate the impact of Participating in Day-marketing the consumer's shopping motivations to satisfaction and repeat visits and repurchase, as well as to demonstrate the moderating effects of involvement and customers' demographics. On the basis of literature review, there are some hypotheses to achieve research goals. The consumer's shopping motivations have a positive(+) effect on satisfaction. The Economic shopping motivations have a positive(+) effect on satisfaction. The Convenience shopping motivations have a positive(+) effect on satisfaction. The Diversity search shopping motivations have a positive(+) effect on satisfaction. The Simply visit shopping motivations have a positive(+) effect on satisfaction. The Social shopping motivations have a positive(+) effect on satisfaction. The Reasonably shopping motivations have a positive(+) effect on satisfaction. The consumer's satisfaction have a positive(+) effect onrepeat visits and repurchase intention. The consumer's shopping motivations have a positive(+) effect on repeat visits and repurchase intention. moderating effect of the involvement the relationship between consumer's shopping motivations and consumer's satisfaction. The data was collected from 350 Chinese during from 20th January to 28th February. In the analysis, 300 data was valid to achieve it. The results of the research are as follows. First, consumer's shopping motivations was positively associated consumer's satisfaction. In detail, all consumer's shopping motivations( Economic shopping motivations, Convenience shopping motivations, Diversity search shopping motivations, Simply visit shopping motivations, Social shopping motivations, Reasonably shopping motivations) had positive effects to consumer's satisfaction expected. It means that consumers who Through online shopping mall in China, Leisure and playfulness when they shopping in online shopping mall Day-marketing Activity. We can know Provide reasonably priced products and Provide cost-effective products to the consumer is very important. Second, consumer's satisfaction had a positive effect on repeat visits and repurchase intention. When the chinese consumers want to shopping in online shopping mall Day-marketing Activity, consumer's satisfaction had a positive effect on repeat visits and repurchase intention. So sellers to grasp and meet consumer demand. Now many Chinese online shopping mall not only in the Chinese market, enter the foreign market competition has intensified. So in order to improve the market share of foreign markets, sellers need to know more about foreign consumer demand, and provide needed services for them. Third, the consumer's shopping motivations had a positive(+) effect on repeat visits and repurchase intention. Sub-concepts consumer's shopping motivations(Economic shopping motivations, Convenience shopping motivations, Simply visit shopping motivations, Social shopping motivations, Reasonably shopping motivations) had positive effects to repeat visits and repurchase intention. That means that the consumers who shopping in onlineshopping mall Day-marketing Activity in China, are tendency to take a consider on Economy, Convenience, Interesting, Rationality and Social Shopping. Social shopping motivations in the most influential reason is displayed. Consumers have other friends, peer groups and information exchange occurs vigorously showed that you can increase your repeat visits and repurchase intention. Fourth, the moderating effect of the involvement in the relationship between accuracy of consumer's shopping motivations and consumer's satisfaction was proved. And the moderating effect of the involvement in the relationship between Convenience shopping motivations and consumer's satisfaction significant. Sales need for market segmentation based on level of attention.