중국소비자의 온라인 쇼핑몰 이용 속성경험과 소비자 특성이 쇼핑몰 만족, 몰입 및 재 구매의도에 미치는 영향

Abstract

ABSTRACT

The Effects of Chinese Consumer's On-line Shopping Mall Attribution Usage and Consumer Characteristic on Shopping Satisfaction , Involvement and Re-use

by Zhang Qing Advisor : Prof. Kim, Jong-Ho, Ph.D. Department of Business Adminstration, Graduate School of Chosun University

This research purpose is to see Chinese on-line shopping mall which is related in keeping consumer‘s variables regarding shopping mall satisfaction and involvement to examine the effects of Chinese on-line shopping mall attribution usage and Chinese consumer characteristic and the relationship among the shopping mall satisfaction, involvement and repurchase intention. To achieve this research purpose, reviewing with reference to advanced researches about the online shopping mall attribution usage, I selected main factors of the online shopping mall attribution usage as merchandise information, web site design, interaction and reviewing with the advanced research on consumer characteristic. I also chose Chinese consumer's characteristic as the innovation, economic feasibility, reliability, convenience. Through these processing I analyzed the relationship between the variables with an empirical analysis. The research results are as follows. First, among the Chinese on-line shopping mall attribution usage the website design and interaction have influenced by shopping mall satisfaction positively, however the merchandise information has not influenced Chinese consumer satisfaction, so this is partly adopted as hypothesis 1.

Second, Chinese consumer characteristic(innovation, economic feasibility, reliability, convenience) positively influence consumer involvement so this is adopted as hypothesis 2. Third, consumer satisfaction positively influence consumer involvement so this is adopted as hypothesis 3. Fourth, consumer satisfaction and involvement positively influence repurchase intention so this is adopted as hypothesis 4 and 5. This research results have drawn the following implications. First, advanced Chinese researches have been mainly focused on online shopping mall attribution usage or separately researched user's characteristic. However this research looks through synthetically as researching, analyzing the effects on satisfaction involvement and repurchase intension. Second, unlike the Korean on-line shopping mall market, Chinese on-line shopping market is still in less demand. Through this research, Chinese consumers appears that they did not satisfy with the merchandise informations. Therefore, looking at Chinese consumer's sight, we need to provoke new marketing strategy when providing the shopping mall information as providing more information about product of consumer's needs and induce their visit. Third, according to Chinese consumer characteristic by empirical analyzing shopping mall involvement, Chinese online shopping mall business can make the marketing strategy for Chinese consumer's mentality. Fourth, today according to the Chinese rapid economic development and the situation of Chinese online shopping mall changes, the people of China has the ability to afford the online shopping. Moreover online shopping mall business can improve consumer satisfaction, involvement, repurchase intention in the technological or consumer aside.