이커머스 플랫폼의 정보 제공성이 고객만족을 통해 지속이용의도에 미치는 영향: 정보 최신성 및 정보 유희성의 조절효과

Abstract

This study investigates the relationship between information provision of e-commerce platform, customer satisfaction, and reuse intention of customer. Especially, we pay attention to the moderating roles of information recency and information playfulness and the mediating role of customer satisfaction between information provision and reuse intention. Although there have been some studies on e-commerce platform, the researchers relatively overlooked the multifaceted aspects of information delivered by the platform. In this study, we focused on the customers buying pension products that have been rapidly growing since the recent coronavirus pandemic, in order to scrutinize the effectiveness of information delivery online. As a result of the empirical analysis, there was a positive relationship between information provision and customer satisfaction. Also, the positive relationship between information provision and customer satisfaction was stronger when each information recency and information playfulness was higher, respectively. Finally, customer satisfaction partially mediated the relationship between information provision and reuse intention of customer. The findings of this study provide important theoretical contributions and practical implications for e-commerce platform, customer attitude, and behavioral intention of customer.