Journal of Internet of Things and Convergence (사물인터넷융복합논문지)

The Korea Internet of Things Society (한국사물인터넷학회)
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Analysis of the Relationship between Service Quality, Satisfaction and Repurchase Intention of On-line Fashion Shopping Malls and the Moderating Effect of Online Reviews

중국 온라인 패션쇼핑몰의 서비스 품질, 만족, 재구매의도간의 관계 및 온라인 리뷰의 조절효과 분석

  • Jiang, Bao-Zhi (Dept. of Fashion Design, Tongmyong University) ;
  • Lee, Young-sook (Dept. of Fashion Design, Tongmyong University) ;
  • Lee, Jieun (Dept. of Welfare Management, Tongmyong University)
  • 장바오쯔 (동명대학교 패선디자인학과) ;
  • 이영숙 (동명대학교 패선디자인학과) ;
  • 이지은 (동명대학교 복지경영학과)
  • Received : 2022.07.22
  • Accepted : 2022.09.13
  • Published : 2022.10.31
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Abstract

The development of the Internet of Things led to new services that did not exist before. This required a change to the existing network. This study aims to verify the service quality, satisfaction, repurchase intention relationship, and the moderating effect of online reviews of Chinese consumers using fashion shopping malls. The results of the study showed that from the perspective of consumers in their 20s and 30s in China, the type, reliability, convenience, and interaction of service quality had a positive effect on customer satisfaction and repurchase intention. In addition, negative reviews among online reviews had a great influence on repurchase intention. Based on the results of the study, it will help improve the effect on online product reviews and in-depth understanding of the acceptance of online product reviews for online fashion shopping malls, and establish strategies for fashion companies to effectively manage online product reviews information.

사물인터넷의 급격한 발전은 기존에 존재하지 않던 형태의 새로운 서비스를 이끌어 내었고, 이는 곧 기존 네트워크에 대한 변화를 요구하였다. 본 연구는 패션쇼핑몰을 이용하는 중국 소비자들의 온라인 패션쇼핑몰의 서비스품질, 만족, 재구매 의도 간의 관계 그리고 온라인 리뷰의 조절 효과를 검증하고자 한다. 연구의 결과는 중국인 20대 30대 소비자의 관점에서 서비스 품질의 유형성, 신뢰성, 편의성, 상호작용성이 고객만족도와 재구매의도의 결과변수에 각각 긍정적인 영향을 미치는 결과가 나타났다. 또한 온라인 리뷰 중 부정적인 리뷰가 재구매 의도에 큰 영향을 미쳤다. 연구의 결과에 따라 온라인 패션쇼핑몰을 위하여 온라인 제품리뷰에 미치는 영향과 온라인 제품리뷰 수용에 대한 심층적인 이해를 높이고, 향후 패션 기업이 온라인 제품리뷰 정보를 효과적으로 관리 할 수 있는 전략을 수립하는데 도움이 될 수 있을 것이다.

Keywords

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