DOI QR코드

DOI QR Code

중국 소셜커머스 정보품질에 대한 이용자 만족에 관한 연구

A Study on the effects of Information Quality on Customer Satisfaction to use in Chinese Social Commerce

  • 이지나 (현대중국연구소, 성균관대학교)
  • Lee, Ji-Na (China Research Institute, Sungkyunkwan University)
  • 투고 : 2015.07.24
  • 심사 : 2015.09.20
  • 발행 : 2015.09.28

초록

소셜커머스에서 어떤 정보를 어떻게 소비자에게 제공하느냐에 소비자 만족이 결정되어지기 때문에 지속적인 구매의사를 가지는 소비자를 확보하기 위해서는 상품 및 서비스 등의 정보품질이 중요한 요소이다. 따라서 소셜커머스를 통한 구매행동을 하는 중국소비자들에 대한 폭넓은 이해를 위해서, 정보품질 관점에서 소셜커머스 만족을 어떻게 높일 것인가에 대한 연구가 필요하다. 이에 본 연구는 소셜커머스가 제공하는 정보품질이 소비자의 만족도에 미치는 영향에 대해 규명하고자 한다. 실증분석을 위해 소셜커머스에서 제품이나 서비스를 구매한 경험이 있는 250명의 소비자를 대상으로 하였고, SPSS 22.0과 AMOS 22.0 통계패키지를 활용하여 연구모형을 검증하였다. 연구 결과에 따르면 가격 정보품질을 제외한 상품 정보품질, 서비스 정보품질, 소셜 정보품질은 소비자의 만족도에 유의한 영향을 미치는 것으로 나타났다. 본 연구의 시사점은 빠르게 성장하는 중국 소셜커머스 시장에서 한국기업에게 새로운 시장 기회를 제공할 것으로 기대된다.

Consumer satisfaction is decided by how to provide some information for consumer. Therefore the information qualities such as product and service are very important to retain consumers who have continuously purchasing state of mind. This research confirm the effectiveness of consumer satisfaction in means of information quality that social commerce provides. According to the result of analysis, all aspects of information quality(product information quality, service information quality and social information quality) except price information quality were found to be significantly related to the customer satisfaction. In conclusion, to understand China consumers who purchase through social commerce, this research study the method of how to improve the satisfaction of social commerce in means of information quality.

키워드

참고문헌

  1. A. Parasuraman, V. A. Zeithaml, L. Berry, SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, Vol.64, No.1, pp.12-40, 1988.
  2. B. H. Jun, B. G. Kang, Effects of information quality on customer satisfaction and continuous intention to use in social commerce, Journal of The Korea Society of Computer and Information March, Vol. 18, No. 3, pp. 127-140, 2013.
  3. C. Fornell, D. F. Larcker, Evaluating tructural Equation Models with unobservable variables and measurement error, Journal of Marketing Research, VOL.18, 1981.
  4. C. Liu, K. P. Arnett, Exploring the factors associated with web site success in the context of electronic commerce, Information & Management, Vol.38, No.1, pp.23-33, 2000. https://doi.org/10.1016/S0378-7206(00)00049-5
  5. D. Gefen, D. Karahanna, W. Straub, Trust and TAM in online shopping: and integrated model, MIS Quarterly, Vol.27, No.1, pp.51-90, 2003. https://doi.org/10.2307/30036519
  6. D. M. Szymanski, R. T. Hise, E-satisfaction: An initial examination, Journal of Retailing, Vol.76, No.3, pp.309-322, 2000. https://doi.org/10.1016/S0022-4359(00)00035-X
  7. K. H. Yim, J. H. Kwon, A Study on the Effect of Shopping Value of On-Line Shopping-Mall on Shopping-Mall Satisfaction - Mediating Effect of Price Sensitivity, Journal of Digital Convergence, VOL. 12, No. 11, pp. 49-55, 2014. https://doi.org/10.14400/JDC.2014.12.11.49
  8. K. T. Huang, Y. W. Lee, R. Y. Wang, Quality Information and Knowledge, NJ: Prentice Hall, 1999.
  9. I. C. Chang, J. N. Lee, A study on the chinese consumers' attitude and Intention toward Online Group-Buying, Korean Journal of Business Administration, Vol. 25, No. 8, pp. 3357-3373, 2012.
  10. J. A. O'Brien, Introduction to Information Systems, 6th-ed, Boston, MA: Irwin, 1991.
  11. J. N. Lee, The effect of consumption value of chinese social commerce on satisfaction and intention to use : moderating role of scarcity perception, Korean Journal of Business Administion, Vol. 29, No. 6, pp. 1645-1662, 2015.
  12. J. N. Lee, A study on the structural relationship of interaction, identification, and loyalty of online brand community in china, Journal of Digital Convergence, VOL. 10, No. 11, pp. 235-241, 2012. https://doi.org/10.14400/JDPM.2012.10.11.235
  13. L. Li, K. O. Kim, H. H. Sun, A comparative study of on-line social commerce participation behavior of korean and chinese consumers, Korean Journal of Human Ecology, Vol. 22, No. 2, 283-300, 2013. https://doi.org/10.5934/kjhe.2013.22.2.283
  14. R. L. Oliver, Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions, Journal of Marketing Research, Vol. 17 No. 11, pp.460-469. 1980. https://doi.org/10.2307/3150499
  15. S. Negash, T. Ryan, M. I, Quality and effectiveness in Web -based customer support systems, Information & Management Vol. 40, pp.757-768. 2002.
  16. Y. H. Joh, The effect of the customer trust with cause the informations of the commodity and seller on the purchasing intention in internet open market, The e-business studies, Vol.8, No.4, pp.189-210, 2008.
  17. Y. K. Choi, M. S. Lee , S. H. Kim, The effect of service quality on customer satisfaction in social commerce market, Korean Journal of Business Administion, Vol. 35, No. 3, pp.7-15, 2012.
  18. Y. J. Zhou, M. H. Ryu, S. S. Lee, Complaining behavior and repurchase intention on social commerce for south korean and chinese consumers," Journal of Consumer Studies, Vol.23, No.2, pp.225-248, 2012.
  19. Y. M. Baek, Current status of E-commerce market in China and implication, Journal of Digital Convergence, VOL. 13, No. 11, pp. 111-124, 2015.
  20. W. J. Lee, The effects of multidimensional characteristics of chinese social commerce service on female consumer's intention to use, Journal of Commodity Science and Technology, Vol.30, No.4 pp. 159-170, 2012.
  21. Z. Chao, L. Wan, Online to offline convergent ecosystem: a case study of dianping.com, Journal of Digital Convergence, VOL. 13, No. 6, pp. 105-111, 2015. https://doi.org/10.14400/JDC.2015.13.6.105
  22. 易觀分析: 中國團購市場趨勢預測2014-2017, http://www.enfodesk.com/SMinisite/newinfo/articledetail-id-418710.html.