해외직접구매 사이트의 서비스품질이 사이트 신뢰와 재구매의도에 미치는 영향

초록

In recent, Global e-Commerce operators have a lot of attention to a new combined word, Hitaozu(海淘族). 'Hi(海)' means 'Overseas', and ‘Tao(淘)’ means ‘Choose’ in Chinese. It says Chinese consumers enjoy overseas direct purchase using Internet. Also, the boom of oversea direct purchasing is ubiquitous in the most Asian developing countries. Nevertheless, there are many problems in delivery services and information services. Most customers of oversee direct purchasing are anxious about their purchasing decision and full of worries during the delivery process. They will have high interests in service quality factors of the e-Commerce site which will affect site trust, and subsequently user satisfaction. We can assume that repurchasing intention of customer will be affected by the antecedents of trust and customer satisfaction. We could find several service quality factors of overseas direct purchase website from SERVQUAL model and Information System Success Model, such as tangibles, assurance, empathy, and responsiveness. Especially, we are interest in the role of site trust as mediating variable in the research model. To verify the validity and fitness of structural model, we conducted second order factor analysis for the services quality factors and path analysis for the structural model. The model fitness was good enough. The path analysis results show that service quality affects customers' site trust and satisfaction, but it does not affects on repurchasing intention directly. Of the four service quality factors, assurance has the highest impact on the trust, and responsiveness was the next.

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