• 한국유통학회지:유통연구
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• 제11권2호
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• pp.59-79
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• 2006

고객불만에 대한 대응은 고객과의 관계를 형성하고자 하는 기업목표 달성에 매우 중요한 요소가 된다. 인터넷 상거래 상장에서, 다양한 대안 그리고 낮은 전환 비용 등의 특성 때문에 고객불만에 대한 효과적인 대처는 오프라인 시장에 비해서 그 중요성이 더욱 강조되고 있다. 본 연구에서는 인터넷 쇼핑몰의 불평처리를 경험한 고객들을 대상으로 1) 불만 (상품관련, 쇼핑몰관련)이 쇼핑몰과 고객간의 관계형성에 미치는 부정적인 영향에 대해 확인하고, 2) 불평처리의 세 가지 공정성(분배적, 절차적, 상호적) 지각이 불만과 신뢰 및 결속몰입간의 관계에 어떠한 조절효과를 갖는지 검증하였다. 상품관련 불만과 결속과의 관계를 제외하고, 대체적으로 불만은 신뢰와 결속에 부정적인 영향을 미치는 것으로 나타났다. 조절효과에서는 분배적 공정성이 확보된 경우 불만과 신뢰 및 결속의 부정적 관계가 대체적으로 완화되었으며, 절차적 공정성의 확보는 상품관련 불만이 신뢰와 결속에 미치는 부정적 관계를 상호적 공정성의 확보는 불만과 신뢰의 부정적 관계를 완화하는 것으로 나타났다.

• 지식경영연구
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• 제15권2호
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• pp.165-182
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• 2014

Social commerce is regarded as a kind of e-commerce that utilizes social media. Considering increasing complaints around social commerce market, it is important to see customers' satisfaction level and intentions to repurchase. In this study, we examine antecedents that affect customers' satisfaction and relationship between satisfaction and intention to repurchase in social commerce market. We also use social media characteristics as moderators between antecedents and customers' satisfaction. The main results are as follows. First, except site design, most of the intrinsic factors of service quality, such as information, transaction, communication and perceived security had positive effects on customers' satisfaction. Second, all the extrinsic factors of service quality, such as discount rate, constraints, and discrimination had significant impacts on customers' satisfaction. Third, the social media characteristics could not moderate the relationship between service qualities and customers' satisfaction. Fourth, customers' satisfaction had positive effect on the intention to spread through social media. Fifth, customers' satisfaction had positive effect on the intention to repurchase. Social commerce companies need to set up strategies considering the antecedents of customers' satisfaction using these research results. They also need to secure customers that have sustainable purchasing intentions.

• 지식경영연구
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• 제9권2호
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• pp.129-146
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• 2008

Customers' evaluation of Website with satisfaction is critical in electroniccommerce. Previous research has studied in a distinct approach; especially IT oriented constructs-perceived usefulness, easy of use and marketing oriented constructs-product, shopping experience, service quality. Despite those important previous studies regarding the usage and the purchase of goods and services, how consumers are satisfied and why consumers leave Web sites without purchasing have not been extensively researched. This study explored those determinants of consumer satisfaction with Web site using expectation-disconfirmation theory (EDT). The present paper extends the range of EDT from antecedents of expectation to consequence of satisfaction. The result suggests that experience and familiarity has an impact on expectation as well as perceived performance and satisfaction. Second, higher expectation makes a negative impact on disconfirmation of expectation. Third, positive disconfirmation of expectation makes a positive impact on satisfaction. Forth. satisfaction produces loyalty and repurchasing intention. Finally, loyal customer has stronger intention to repurchase than satisfied customer.

• 패션비즈니스
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• 제7권4호
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• pp.26-42
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• 2003

On-line clothes sale are on the increase, and the returns(for replacements or refunds) of the clothes are also increasing. Many studies on off-line consumers' complaints were made before, but few studies on the returns of clothes sold on-line have been made. From this viewpoint, this study was conducted to know what effect returns of clothes sold on-line have on their brands. Therefore, this study was first focused on the factors affecting complaint acts(return intention or return acts) such as lack of information and recognition of product, delivery errors and product defects concerning on-line sales, and second investigated the changes of buyers' attitude toward the brand following the their acts of returning the buyers, and third looked into the changes of on-line buyers' attitude toward the brand. The study is carried out by subdividing the objects of the study into return action(replacement, refundment) and purchasers who experienced return intention. Such experience is demonstratively analyzed to find how it has affected the attitude toward the brand. The study comes up with the following outcomes. First, the effect factor causing complaint action(return action, return intention) on-line is shown as the lack of the information and recognition of the product. Second, it is revealed that the effect factor causing complaint(return action, return intention) does not lie in an error in delivery or a defect of a product. Third, the positive response of a brand to a return action does not raise the repurchasing intention and positive attitude of purchasers who experienced returning a product, but lowers their private complaint action intention. Fourth, the repurchase intention of purchasers who experienced return intention for the brand is lowered, but their negative attitude and private complaint action intention is not raised.

• 동아시아식생활학회지
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• 제20권3호
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• pp.389-395
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• 2010

This research was focused on observing the effect of Makgeolli's selection attributes on customer satisfaction, recommendation intention, and repurchase intention. The purpose of this study was to examine to present a marketing-related suggestion by finding the components that needs to be discussed in order to satisfy the customer and lead to positive word of mouth and repurchasing in the perspective of a corporation. The evidence to achieve the research purpose can be summarized as below. To begin with, the causes of Makgeolli's selection attributes were classified into 9 types, which are design and ad image, expertise and tradition, drinking experience and in harmony with food, taste and freshness, materials and origin, brand image, flavor and color, alcoholic and nutrition, and finally price and recommendation. And it showed up that the average importance of the taste and freshness is the highest. Moreover, the study on the Makgeolli's state of being potable showed up that the drinking number was no more than once a month, and one drink was almost all less than a bottle. The drinking place was usually tavern, and word of mouth was the most often used information medium that contacted Makgeolli. The potential of the Makgeolli's globalization is 80.6% which added positive and very positive, that enables us to infer that the Makgeolli's global dependency is very high. Third, from the 9 types of classification mentioned before, taste and freshness, and price and recommendation were proved to be influential in satisfaction, and recommendation is affecting the repurchase intention and the recommendation intention.

• 한국조리학회지
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• 제21권6호
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• pp.76-90
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• 2015

본 연구는 온라인 쇼핑몰의 HMR 선택속성이 만족과 재구매의도에 미치는 영향을 분석하기 위해 부산지역에 거주하는 일반인을 대상으로 조사를 실시하였고, 총 252부 유효한 설문지를 실증분석하였다. SPSS 18.0A을 사용하여 인구통계학적 특성을 설명하기 위해 빈도분석을 실시하였다. 또한, 측정 항목의 타당도 및 신뢰도 검증을 위해 요인분석 및 신뢰도 분석을 하였으며, 본 연구에서 제시한 가설을 검증하기 위해 회귀분석을 실시하였다. 본 연구 결과는 간편성, 포장 및 브랜드, 기호성, 가격은 유의한 영향을 미치는 것으로 나타났고, 음식의 질은 유의한 영향을 미치지 않는다고 나타났으며, 고객 만족이 재구매의도에 유의한 영향을 미치는 것으로 나타났다. 따라서 고급스러운 포장과 디자인을 개발하고, 저렴한 품질보다는 고부가가치의 브랜드 전략이 필요할 것으로 판단된다.

• 한국융합학회논문지
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• 제9권4호
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• pp.209-222
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• 2018

컨설팅사는 컨설팅 재구매를 목적으로 컨설팅을 수행하고, 컨설팅 수진 중소기업에서는 컨설팅 품질에 따라 재구매 의도가 발생하는데, 본 연구는 컨설팅서비스품질에 따른 대응정도에 어떤 차이를 보이는지에 대하여 연구 하였다. 컨설팅 수진 중소기업 대상으로 설문 및 통계분석을 실시한 결과 컨설팅 서비스품질이 컨설팅 재 구매 의도에 영향을 미치고, 컨설팅 서비스대응성도 높아야 재 구매 의도가 발생을 확인하였다. 연구결과 컨설팅 서비스 품질이 높다 하더라도 환경변화에 따라 시의 적절하게 대응하지 않는다면 재 구매 발생이 어려움을 확인할 수 있었다. 즉 컨설팅사는 서비스대응성 강화를 위해 서비스 품질과 함께 변화하는 시장정보를 모니터링과 신속 대응시스템을 구축하여야 함을 확인할 수 있었으나, 이를 일반화 하기 에는 데이터 및 시간의 제약으로 연구의 부족함이 있으며, 컨설팅 재구매의도 증가위한 컨설팅서비스품질과 연계된 컨설팅 서비스 대응성 요인을 보완하는 연구가 필요하다.

• 한국의류산업학회지
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• 제16권1호
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• pp.79-90
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• 2014

With the development of modern society, not only have the Internet and e-commerce been progressed but they also made 'consumption patten' diverse. Despite the internet clothing market growth, there is critical a disadvantage, which is consumers is not able to wear the products presented via online pictures. Thus, pictures on the internet are the only information customers can get, which has caused consciousness on the importance of dealing with 'customer review'. In spite of the fact that 'customer review' has undeniably evolved to be one of customers' essential requisites, the research on this subject is very limited. Until now, the studies on the internet shopping consumers' behavior mostly has to do with the features of 'customer review' such as 'a sense of exaggeration', 'usability', 'duality', 'purity', 'professionalism', 'reliability', and the 'similarity', etc.) Therefore, this study categorizes the characteristics of online shopping reviews to 'the number of reviews', 'the article-length', 'the existence of photos', 'the rewards for reviews', 'the contents of the reviews' and 'the freshness of the reviews' and reviews the impact of an features of 'customers' reviews' affecting the internet shopping sales promotion. Moreover, it is to contribute to the marketing strategies of a shopping mall by analyzing consumers' 'purchasing satisfaction', 'the intention of repurchasing', and 'the factors of viral marketing'.

• Journal of Korea Trade
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• 제23권8호
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• pp.73-88
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• 2019

Purpose - This paper finds the repurchase intentions of customers in a sharing economy via Airbnb and Uber, which are classic sharing-economy service businesses. Design/methodology - This paper analyzes sharing economy effects using variables in a structural equation model. Findings - We verified that values have a significant effect on the trust in a platform. We also verified that the effects that value propositions have on repurchase intention are significant. Research Limitations/Implications - First, there may be some distinction between men and women with regard to divided trust. Second, if commitment is divided into commitment to the host and commitment to the platform, as is the case for trust, the results will not be as expected. Third, if results could be categorized by nationality after gathering more samples, each nationality might have different opinions about these factors. Finally, the sharing economy can be identified and analyzed for various industries, such as space, transportation, and service. At this point, it is inconvenient to not have more implications. Originality/value - This study focuses on the repurchase intentions of customers. Unlike earlier studies, it is meaningful that trust is divided between the host and the platform, and that it can be analyzed. It is also important to establish the relationship between trust and commitment, and the relationship toward repurchasing in the shared-economy.

• 한국의류산업학회지
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• 제10권2호
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• pp.198-208
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• 2008

The study applies lifestyles based on the list of values(LOV) to the college student-consumers, classifies them and compares traits. The study also looks into store images of internet fashion shopping malls and differences in purchasing behaviors. The results of the study show that there are three types, namely 'self-confidence and pursuit-of-success type,'family-oriented and responsible type', and 'passive and popular-culture-consumer type'. Among the elements constituting the store images of internet fashion shopping malls, there were considerable differences between groups on 'product and information service' element and 'convenience' element. On shopping mall purchasing behavior, the study confirmed some differences on 'information source', 'product purchase amount', and 'payment method' when purchasing a product. Furthermore, there were considerable differences on shopping mall satisfaction level and repurchasing intention between groups by lifestyle-type.