가정과삶의질연구 (Journal of Families and Better Life)

  • 제30권4호
  • /
  • Pages.105-117
  • /
  • 2012
  • /
  • 2765-1932(pISSN)
  • /
  • 2765-2432(eISSN)
가정과삶의질학회 (Korean Home Management Association)
권호 표지
DOI QR코드

DOI QR Code

한국 인터넷쇼핑몰 구매과정에서의 소비자만족도와 재구매의도: 한국 거주 중국 유학생 소비자 중심으로

Chinese Students' Satisfaction Level with the Korean Internet Shopping Mall Purchase Process and Their Repurchase Intention

  • 최명 (건국대학교 소비자정보학과) ;
  • 류미현 (건국대학교 소비자정보학과) ;
  • 이승신 (건국대학교 소비자정보학과)
  • Cui, Ming (Dept. of Consumer Information Science, Konkuk Univ.) ;
  • Ryu, Mi-Hyun (Dept. of Consumer Information Science, Konkuk Univ.) ;
  • Lee, Seung-Sin (Dept. of Consumer Information Science, Konkuk Univ.)
  • 투고 : 2012.05.15
  • 심사 : 2012.06.20
  • 발행 : 2012.08.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study examined Chinese students' satisfaction level regarding their Korean Internet shopping mall experiences and the measured factors were pre-purchase, purchase, delivery, A/S and security, additionally, evaluate the level of repurchase intention on Chinese students living in South Korea. To accomplish these goals, an online questionnaire survey was conducted between October 1 and 10, 2011. A total of 365 questionnaires were used for the final analysis. The analysis process involved many statistical methods such as frequency, correlation and regression. The results indicate the following finding: First, Chinese students normally visited and purchased from popular Internet shopping malls and the items that they purchased the most frequently were clothing and shoes, makeup, computer and electronics. Second, the Chinese students' satisfaction level regarding their Internet shopping mall experiences was not high. They were especially worried about security matters regarding their personal or financial information. Third, their satisfaction level with the delivery process has the largest influence on their repurchase intention. Also, their gender, the length of time they had lived in Korea, the length of time they spent on Korean Internet shopping mall websites, the amount of frequency of online shopping in Korea, and their satisfaction with their purchase, the delivery process, the A/S process and security affected their repurchase intention in different degrees. The conclusion provides valuable information for devising a strategic direction for improving the foreigners' satisfaction level regarding and repurchase intention on Korean Internet shopping malls.

키워드

참고문헌

  1. 심용섭(1998). 구매만족도가 소비자태도에 미치는 영향에 관한 연구: 인터넷 쇼핑몰과 현실 시장의 비교를 중심으로. 동국대학교 대학원 석사논문.
  2. 이정세(2010). 인터넷쇼핑에서 한․중소비자의 라이프스타일에 따른 만족도 및 거래지속성 비교. 중국 학논집, 31, 361-386.
  3. 정기한․전성은․박민영․허미옥(2006). 고객의 재구매의도 형성에 영향을 미치는 인터넷 쇼핑 사이트 특성 연구. 한국경영정보학회, 1(26), 1-26.
  4. 주간한국(2012). 외국인 유학생 10만 시대 체계적인 지원방안 논의. 2012. 3. 24. weekly.hankooki.com.
  5. 한국소비자원(2010). www.kca.go.kr.
  6. 한국소비자원(2011). 2010년도 전자상거래 소비자피해 동향 조사 연구, 2011, 10. 4.
  7. 한국정보통신진흥협회(2008). www.kait.or.kr.
  8. 헤럴드경제(2012). 외국인 유학생 오세요. 대학알리미' 중국어 홈페이지 개통. 2012. 3. 7. biz.heraldm.com.
  9. Bearden, W. O. & Teel, J. E.(1983). The antecedents and consequences of customer satisfation for firms. Journal of Marketing Research, 20, 11-18.
  10. Belk, R. W.(1995). Culture in the age of Ronald Mcdonald. Journal of International Consumer Marketing, 8(3), 23-37. https://doi.org/10.1300/J046v08n01_03
  11. Chang, H.(2005). Research for the consumer's damage in electronic commerce. Korean Family Resource Management Association, 9(4), 41-61.
  12. Chang, H.(2007). Developing standards for measuring consumer's damage in internet shopping mall. Korean Family Resource Management Association, 11(4), 21-36.
  13. Choi, G. & Kim, J.(2006). A study on the influence of marketing characteristics in the internet shopping mall on repurchasing. Korean Society for Internet Information, 7(2), 84-99.
  14. Chun, D. & Kim, C.(2004). A comparative study of influencing factors on shopping satisfaction and repeat purchase intention between internet shopping mall types. Journal of Global Academy of Marketing Science, 13 1-27. https://doi.org/10.1080/12297119.2004.9707209
  15. Chung, I. & Park, C.(2004). A study of the effects of the customer value and switching barriers on the repurchase intention in internet shopping malls. Asia Pacific Journal of Information Systems, 14(1), 185-209.
  16. CNNIC(2010). 28th statistical report on internet development in China.
  17. Dwyer, P. H. S. & Oh, S.(1987). Developing buyer-seller relationships. Journal of Marketing, 4(51), 11-27. https://doi.org/10.1016/0167-8116(87)90011-5
  18. Engel, J. F. & Blackwell, P. C.(1982). Consumer behavior. N.Y.: Holt Rinehart & Winston.
  19. Han, E., Song, S. & Lim, H.(2011). The motives for using social commerce and satisfaction, repurchase intention: based on the uses and gratification theory. The Korean Journal of Aadvertising and Public Relations, 13(3), 298-325.
  20. Howard, J. A. & Sheth, J. N.(1969). The theory of buyer behavior: N.Y.: Wiley.
  21. Jarvenpaa, S. L. & Todd, P. A.(1997). Consumer reaction to electronic shopping on the world wide web. International Journal of Electronic Commerce, 1(2), 59-88.
  22. Jeon, K. & Zhai, N.(2007). A comparative study of consumer's attitude and intention to ue internet shopping between Korean and Chinese. Journal of Commodity Science, 25(4), 139-151.
  23. Jeong, S.(2010). According to the characteristics of internet shopping marketing customer satisfaction, customer loyalty and repurchase intentions in study. Unpublished master's thesis. Kyung Hee University, Seoul.
  24. Jeun, S., Lee, H. & Choi, G.(2011). The study about effect of trust and intention of repurchase on the relationship benefits in Internet shopping mall in China(Focusing upon Changchun, Beijing, Shanghai in China). Journal of KECRA, 12(2), 23-52.
  25. Jin, G & Lee, J.(2012). Service quality factors affecting satisfaction and repurchase intention of social commerce. Korea Contents Association, 12(3), 311-321.
  26. Jun, J. & Hong, S.(2006). The effects of Internet shoppers' post-purchase evaluations on repurchase intentions. Korean Academic Society of Business Administration, 31(7), 1765-1786.
  27. Jun, S. & Chung, K.(2006). A study on the factors of internet shopping site affecting customer's e-satisfaction, e-loyalty, and repurchasing intention. Korea Internet e-Commerce Association, 6(3), 133-158.
  28. Kim, B.(2010). Consumer dissatisfaction factors to cause complaining behavior at the internet apparel store. Unpublished master's thesis. Jeju National University, Jeju.
  29. Kim, H.(2003). A study on the effects of web site factors on customer loyalty. Unpublished master's thesis. Chonnam National University.
  30. Kim, K., Jeun, S. & Lee, H.(2010). A study on the effects of service quality on repurchase intention on the Internet Shopping Mall(With Mediating Role of trust and customer satisfaction). Journal of KECRA, 11(4), 3-28.
  31. Kim, M. & Seo, U.(2010). Causal model of online word-ofmouth information delivery: focusing on reviews of fashion related goods. Journal of Consumption Culture, 13(2), 95-114. https://doi.org/10.17053/jcc.2010.13.2.005
  32. Kim, S. J.(2008). A study of the consumer dissatisfaction experience influencing repurchase intention on the internet shopping mall. Unpublished master's thesis. Hoseo Graduate School of Venture, Seoul.
  33. KISA(2010). 2010 Survey on the internet usage of foreign residents in Korea.
  34. Lee, D., Lee, E., Kim, B. & Jin, G.(2011). A study of influencing factors in internet shopping of the consumer's purchase intention. Daehan Academy of Management Information Systems, 30(1), 211-266.
  35. Lee, J.(2006). The understanding of factors of open market satisfaction and preference: The study of comparison between integrated internet shopping store and open market. Asia Pacific Journal of Information Systems, 16(4), 49-70.
  36. Li, H., Kuo, C. & Russell, M. G.(1999). The impact of perceived channel utilities, shopping orientations, and demographics on the consumer's online buying behavior. Journal of Computer Mediated Communication, 5(2).
  37. Li, Y.(2010). A study on Chinese students' internet shopping. Unpublished master's thesis. Woosuk University.
  38. Lim, C.(2009). Acculturative stresses and adjustment elements of Chinese students' studying in Korea. Korean Journal of Human Ecology, 18(1), 93-112. https://doi.org/10.5934/KJHE.2009.18.1.093
  39. Lim, J., Jong, K. & Kang, M.(2000). An empirical study on virtual store choice. Korea Marketing Review, Korea Marketing Association, 15(1), 85-102.
  40. Lim, S., Ryu, M. & Lee, S.(2010). Conplaints behavior to online shopping agent for purchasing products from overseas in their 20s and 30s. Journal of Korean Home Management Association, 28(3), 81-96.
  41. Lim, Y. & Qu, X.(2008).A comparative study on college students consumer`s attitude and intention to use internet shopping between Korea and China. International Commerce and Information Review, 10(1), 33-49. https://doi.org/10.15798/kaici.10.1.200803.33
  42. Madeline, J. & Zinkhan, G. M.(1991). Emotional responses to a professional service encounter. Journal of Service Marketing, 5(2), 55-76.
  43. Moon, Y. & Gao, X.(2011). The impact on the purchase intention of chinese customer by service quality of internet shopping mall in Korea. Korean Corporation Management Association, 18(1), 65-79.
  44. Novak & Chattejee, P.(1995). Commercial scenario's for the content. Journal of Advertising Research, (35), 77-91.
  45. Oliver, R. L.(1980). A cognitive model of the antecedent and consequences of satisfation decisions. Journal of Marketing Research, 17, 460-469. https://doi.org/10.2307/3150499
  46. Oliver, R. L.(1981). Measurement and evaluation of satisfaction process in retail setting. Journal of Retailing, 57(3), 25-48.
  47. Pan, Y. & Choi, J.(2009). Chinese women's purchasing behavior and satisfaction for Korean-made clothing purchased online. Journal of the Korean Economics Association, 47(10), 39-49.
  48. Park, T. & Kim, H.(2001). Factors affecting consumer`s revisit and repurchase intention in internet shopping malls. Journal of management research, 5(1), 46-65.
  49. Rust, R. T., Zahorik A. J. & Keiningham T.(1995). Reture on Quality(ROQ): Making Service Quality Financially Accountable. Journal of Marketing, 59(2), 58-70.
  50. Song, Y.(2009). Study on the factors that affect the customer satisfaction and repurchasing intentions of internet shopping clients. Unpublished master's thesis. Ajou University.
  51. Suh, M. & Kim, S.(2002). A study on the relationship of internet shopping mall characteristics and emotional responses. Korea marketing review, 17(2), 113-145.
  52. Talavera, M. & Hunt, D. J.(1997). Observations on species of discocriconemella de grisse & loof, 1965 and macroposthonia de man, 1880 (nematoda:Tylenchida: Criconematidae) from ecuador, with the proposal of M.napoensis n. sp. and M. planilobata n. sp. Systematic Parasitology, 36(2), 133-142. https://doi.org/10.1023/A:1005713332436
  53. Tse, D. K. & Wilton, P. C.(1988). Model of consumer satisfaction formation: An extension. Journal of Marketing Research, 204-212.
  54. Westbrook, R. A. & Reilly, M. D.(1983). Value-percept disparity: An alternative to the disconfirmation of expectations theory of consumer satisfaction. Advances in Consumer Research, 10, 256-261.
  55. Woodside, A .G. Frey, L. L. & Daly, R. T.(1989). Linking service quality, consumer satisfaction and behavior intention. Journal of Health Care Marketing, 9, 5-17.
  56. Yoon, N., Pei, Y. & Park, J.(2011). A comparative study on e-satisfaction's determinants and consequences in Korean and Chinese internet shopping mall. The academy of customer satisfaction management, 13(1), 189-209.
  57. Zeithaml, V. A. & Bitner, M. J.(1996). Service Marketing, N.Y.: MeGraw-Hill.
  58. Zhao, S.(2011). A study on the satisfaction and repurchase intention of Korean and Chinese social commerce's user: Focused on the foodservice coupon's user. Unpublished master's thesis. Konkuk University.
  59. Zhou, Y., Ryu, M. & Lee, S.(2012). Complaining behavior and repurchase intention on social commerce for south Korean and Chinese consumers. Journal of Consumer Studies, 23(2), 225-248.

피인용 문헌

  1. Difference of Purchase Behavior of Appearance Orientation, Appearance Evaluation, and Fashion Product Purchase Behavior on Media Contact Responses - Focused on Chinese Students in Korea - vol.39, pp.4, 2015, https://doi.org/10.5850/JKSCT.2015.39.4.576