Asia-Pacific Journal of Business Venturing and Entrepreneurship (벤처창업연구)

The Korean Society of Business Venturing (한국벤처창업학회)
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The Effect of Website Characteristics and Online Service Quality of Kidult Online Shopping Mall on The Reliability and Repurchase Intention

키덜트 전문 쇼핑몰의 사이트 특성과 온라인 서비스 품질이 신뢰 및 재구매 의도에 미치는 영향

  • Lee, Sang Won (Hoseo Graduate School of Venture(Venture Management)) ;
  • Kim, Hong Keun (Hoseo Graduate School of Venture(Venture Management))
  • 이상원 (호서대학교 벤처대학원 벤처경영학과) ;
  • 김홍근 (호서대학교 벤처대학원 벤처경영학과)
  • Received : 2019.07.10
  • Accepted : 2019.08.26
  • Published : 2019.08.31
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Abstract

The purpose of this study is to analyze the effect of characteristics of the online shopping mall website and the service quality factors required on the online service on the reliability and repurchase intention. Through this, the key customer response service and operation management strategy can be proposed for the growth of kidult online shopping mall which is continuously spreading. Also, implications for development direction can be suggested. For this purpose, the ES-QUAL and E-Rec-S-QUAL factors proposed by Parasuraman et al.(2005) were set as independent variables, as well as professionalism, diversity, playfulness, and personalization, and website reliability as a mediating factor, and repurchase intention as a dependent variable. For the analysis, a structured questionnaires survey was conducted to 200 domestic online shopping mall users. The main results are as follows. First, the professionalism, personalization in the characteristics, and service quality factors had positive effects on website reliability. Second, playfulness, personalization in the characteristics, and service quality factors had positive effects on repurchase intention. Third, website reliability had a positive effect on repurchase intention. Fourth, website reliability was found to mediate the relationship between predictive (independent) variables and dependent variables. The above results show that if a professional online shopping mall is equipped with online service quality and establish personalization through enhancing the professionalism, the online shopping mall can form a website reliability and expect to build continuous relationship with customers. In addition, implications can be suggested for future customer response service and operation management strategies.

본 연구는 전문 쇼핑몰 사이트가 갖추어야 할 특성 요인과 온라인 서비스에서 요구되는 서비스 품질 요인이 키덜트 전문 쇼핑몰의 신뢰와 재구매 의도에 미치는 영향에 관해 분석하고자 하였다. 이를 통해 지속적으로 확산되고 있는 키덜트 전문 쇼핑몰이 성장하기 위한 주요 대고객 서비스 및 운영 관리 전략을 제시함으로써 발전 방향에 대한 시사점을 제시하고자 한다. 이를 위해 전문 쇼핑몰로서 갖추어야 할 쇼핑몰 사이트의 특성 요인으로 전문성, 다양성, 유희성, 개인화 요인과 함께 Parasuraman et al.(2005)이 제시한 E-S-QUAL 및 E-Rec-S-QUAL 요인을 독립 변인으로 하고, 사이트 신뢰를 매개 변인으로, 재구매 의도를 종속 변인으로 하여 그 관계를 분석하였다. 분석을 위해 국내 키덜트 전문 쇼핑몰 이용자 200명을 대상으로 구조화된 설문지를 이용하였으며, 주요 분석 결과는 다음과 같다. 첫째, 키덜트 사이트 특성 요인에서 전문성과 개인화, 서비스 품질 요인이 신뢰에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 키덜트 사이트 특성 요인에서 유희성과 개인화, 서비스 품질 요인이 재구매 의도에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 신뢰는 재구매 의도에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 신뢰는 예측 변인(독립 변인)과 종속 변인과의 관계를 매개하는 것으로 나타났다. 이상의 결과는 전문 쇼핑몰이 기본적으로 온라인 서비스 품질을 갖추되, 서비스의 전문성을 강화한 사이트를 통해 개인화를 이룬다면, 사이트에 대한 신뢰를 형성할 수 있으며, 나아가 지속적인 관계 구축을 기대할 수 있다. 또한, 향후 주요 대고객 서비스 및 운영 관리 전략에 하나의 시사점을 제시할 수 있을 것으로 보인다.

Keywords

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