Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Relationship between Service Characteristics and Satisfaction, Repurchase, and Recommendation Intention of 'Greenanum'

'녹색나눔'의 서비스 특성과 만족도, 재구매, 추천의도와의 영향 관계

  • Kim, Eunjeong (Dept. of Knowledge Service & Consulting, Hansung University) ;
  • You, Yen Yoo (Dept. of Knowledge Service & Consulting, Hansung University)
  • 김은정 (한성대학교 지식서비스&컨설팅학) ;
  • 유연우 (한성대학교 지식서비스&컨설팅학)
  • Received : 2022.01.09
  • Accepted : 2022.03.20
  • Published : 2022.03.28
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Abstract

The purpose of this study is to improve the operation of shopping mall by examining the effect of service characteristics of Greenanum on customer satisfaction, repurchase and recommendation intention. The hypothesis was verified with SPSS22.0 and PROCESS macro 3.5. As a result, some hypotheses were supported between satisfaction, repurchase, and recommendation for service characteristics. Second, positive effects were found between satisfaction and repurchase, and recommendation intention. Third, a mediating effect appeared. Implications include improvement of low site awareness, benchmarking, and product quality improvement. In the future, it will be necessary to study the differences in the various characteristics of the products sold rather than the differentiation of the shopping mall itself.

본 연구는 전남 사회적경제 인터넷 쇼핑몰의 서비스 특성이 고객 만족도와 재구매, 추천의도에 미치는 영향을 규명함으로써, 전남사회적경제 쇼핑몰의 운영을 개선하는데 목적이 있다. 연구방법은 사이트 회원대상 설문으로 표본을 수집하고, SPSS22.0와 PROCESS macro 3.5 Model 6으로 가설을 검증하였다. 연구 결과, 서비스 특성은 만족도, 재구매, 추천의도간에 가설이 일부 지지되었다. 둘째, 만족도와 재구매간, 재구매와 추천의도간에 각각 정의 효과가 나타났다. 셋째, 만족도, 재구매의 매개효과에 대해 가설이 지지되었다. 연구 시사점은 낮은 사이트 인지도 개선을 위한 홍보 및 마케팅과 함께 타사이트 벤치마킹, 제품품질 향상 등이 필요하다는 점이다. 향후 연구를 위해서 쇼핑몰 자체차별성보다 판매 제품에 대한 다양한 특성의 차이, 상품구매 경험이 없는 고객에 대한 추가연구도 필요할 것이다.

Keywords

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