온라인 쇼핑몰의 e-Service 품질이 고객만족과 사이트애호도의도에 미치는 영향

초록

This research focuses on two types of e-service quality on satisfaction and site loyalty in online shopping malls. Previous research in e-service quality has primarily focused on the linkage of the satisfaction-behavioral intentions,whereas this study aims at revealing the moderating role of site type(open market vs. individual shopping website) on e-service quality, as well as extending the work on e-service quality to encompass both process quality and outcome quality. The authors develop a conceptual framework and empirically test the proposed model with the moderating effect of site type. The findings show that the moderating effect of site type is insignificant. Both process quality and outcome quality are significantly supported, but this study shows that the relationship between process quality and satisfaction on site loyalty is stronger than the linkage of outcome quality-satisfaction. Management implications of these findings and further directions for research are then offered.

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