Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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e-Service Quality and Behavioral Intention in the App Shopping Mall

앱(app) 쇼핑몰의 서비스품질과 구매의도에 관한 연구

  • Chun, Joo-Hyung (Department of Tourism and Leisure Management, ChungWoon University) ;
  • Lim, Yeon-Woo (Department of Tourism and Leisure Management, ChungWoon University)
  • 전주형 (청운대학교 관광레저경영학과) ;
  • 임연우 (청운대학교 관광레저경영학과)
  • Received : 2012.01.18
  • Accepted : 2012.04.12
  • Published : 2012.04.30
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Abstract

We can easily acknowledge the facts that the e-market is increasingly and quickly changed by the smart phone user's. This research focuses the e-service quality and relationship between the e-service quality, customer satisfaction and behavioral intention in the AppShopping Mall. Based on the documentary research, the empirical study was followed by the questionnaire. The 313 usable questionnaires were collected by a self-administered survey. The results reveal that the e-service quality determinants are factors including customer service, app design, security, connectivity and user's convenience, and that the e-service quality is directly or indirectly related to customer satisfaction and behavioral intention. The AppShopping mall managers have to try on their best to find out the customer's needs, manage the lists of the e-service quality and develop the app.

최근 스마트폰 이용은 전자상거래 시장에 새로운 변화를 가져오고 있다. 이 연구에서는 스마트 폰을 이용한 앱 쇼핑몰 이용자의 e-서비스품질과 관련 개념의 관계를 밝히려는 목적에서 연구되었다. 연구결과 앱 쇼핑몰의 e-서비스품질 차원은 사용편의성, 디자인, 고객서비스, 연결성, 보안성 등으로 확인되었다. 그리고 e-서비스품질과 고객만족, 구매의도간 영향관계도 밀접하다. 앞으로 앱 쇼핑몰 경영자는 스마트폰 이용자가 보다 쉽게 접근할 수 있는 쇼핑몰 개발과 서비스개발에 중점을 두어야 한다. 특히 e-서비스품질 항목의 관리를 통하여 고객만족을 가져오고 이를 바탕으로 재구매 고객을 늘리려는 노력에 관심을 기울여야 한다.

Keywords

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