해외 직접 판매 사이트의 품질이 고객 충성도에 미치는 영향요인에 관한 연구 : 사이트 신뢰의 매개효과를 중심으로

Abstract

The boom of oversea direct purchasing, especially in China and Asian developing countries, give us new challenge about global e-Commerce practice and consumer’s behavior research. Customers who purchase from the other country shopping mall are worry about their buying decision and delivery services. They need more information about purchasing products and want more secure transaction in the paying and delivery process. They are more sensitive about terms and conditions of business. They require high service quality to the oversees e-Commerce site. To increase the shopping mall loyalty, the oversees direct merchandising site must increase their trust as well as information system services. We assumed that the site loyalty of customer will be affected by the site trust and information service quality. The assumptions about influence factors of site trust and loyalty in the oversees direct purchasing give us a research model which was built on the basis of DeLone and McLean’s Revised Information Success Model. In the model, especially, we are interest in the role of site trust as mediating variable in the research model. To verify the validity and fitness of the model, we conducted factor analysis for the measurement variables and regression analysis with mediating variable. The model fitness was good enough. The results of regression analysis showed that all the three website quality factors(information quality, system quality, service quality) affected on the customers’ site trust, and subsequently on the site loyalty. We could prove the mediating role of site trust in the model. In addition, we analyzed the moderating effects of customer’s gender and risk taking tendency. We could not find any enough evidences about the moderating effects of two variable, but fond some different effects between site quality factors and trust in the 2×2 group analysis. We could find some import practical implications from the analysis. He who want to be a winner in the oversees direct merchandising must get customer's trust through information and service quality management. Customer segmentation strategy is good way if the customers are sensitive to risk and price.