해외직구사이트의 속성이 중국 소비자의 만족도 및 재구매의도에 미치는 영향: 성별의 조절효과

Abstract

The purpose of this study examines the moderating effect of gender relationship between the attributes of overseas direct purchases site and satisfaction. In order to verify the research hypothesis, the empirical analysis was conducted by using SPSS 20.0 and AMOS 18.0. The results of this study are as following. First, the impact of the attributes on satisfaction was partially supported. The effect of product assortment on satisfaction was significant, and hypothesis 1-1 was adopted. The effect of convenience and reliability on customer satisfaction was not significant, but interactivity and customer services have a significant effect on satisfaction, Hypothesis 1-4 and 1-5 were adopted. Secondly, the effect of satisfaction on repurchase intention was significant and Hypothesis 2 was adopted. Thirdly, according to the gender of the demographic attribute, the result of the difference between the attributes of the overseas direct purchase site and the satisfaction was partially adopted. The effect of product assortment and convenience on satisfaction was found to be different in according to the gender, Hypothesis 3-1 and 3-2 were adopted. In addition, there was no difference in the effect of reliability and interactivity on satisfaction according to the gender, and Hypothesis 3-3 and 3-4 were rejected. Finally, the effect of customer service on satisfaction was found to be different in according to the gender and Hypotheses 3-5 was adopted.