중국인의 한국화장품 쇼핑몰 서비스품질, 소비자 특성과 고객만족, 재구매의도간 관계에 대한 구매동기 조절효과 연구A Study on the Effect of Chinese Cosmetics Purchase Motivation on the Relationship between Chinese Service Quality, Consumer Characteristics, Customer Satisfaction, and Repurchase Intention
- Other Titles
- A Study on the Effect of Chinese Cosmetics Purchase Motivation on the Relationship between Chinese Service Quality, Consumer Characteristics, Customer Satisfaction, and Repurchase Intention
- 송화봉; 송인방; 김연종
- Issue Date
- China internet shopping mall; Korean cosmetics; service quality; consumer characteristics; customer satisfaction; repurchase intention; purchase motivation
- 인터넷전자상거래연구, v.20, no.6, pp.21 - 38
- Journal Title
- Start Page
- End Page
- The purpose of this study is to examine the relationship between the service quality of internet shopping malls perceived when purchasing cosmetics through online shopping malls of Chinese people and the satisfaction of purchased cosmetics and repurchase intentions in light of the situation in China. In particular, it is intended to confirm that the level of customer satisfaction can vary depending on the motivation for purchasing cosmetics. The research results are as follows.
First, Among Chinese shopping malls, the quality of service for Korean cosmetics in Chinese shopping malls showed that the higher the awareness of functionality and communication quality, the higher the customer satisfaction. The Korean cosmetics buyers of Chinese consumers are, the more fashion-oriented and practical-oriented consumers, the more customer satisfaction is. There was a high tendency, and the effect of improving the repurchase intention was shown.
Second, in the analysis of the moderating effect according to the purchase motive, the moderating effect was found according to the reasonable price, cosmetic quality, and brand image.
Therefore, this study suggests that many strategies are needed depending on the consumer's purchasing motivation to plan a successful marketing strategy of the Korean cosmetics shopping mall in order to increase the satisfaction and repurchase of customers who purchase Korean cosmetics at the Chinese online cosmetics shopping mall.
- Files in This Item
- There are no files associated with this item.
- Appears in
- 창업대학원 > 창업학과 > Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.