Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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An Empirical Study on the Effect of Information Quality and Service Quality on Satisfaction and Loyalty through Perceived Privacy Protection: Focusing on Users of O2O Mobile Shopping Applications in China

개인정보보호를 통한 정보품질과 서비스 품질이 만족도와 충성도에 미치는 영향에 관한 실증연구: 중국 O2O 모바일 쇼핑 어플리케이션 이용자를 중심으로

  • Tae-Woo Roh (Department of International Trade and Commerce, Soonchunhyang University) ;
  • Jin-Ho Noh (Department of International Trade and Commerce, Soonchunhyang University) ;
  • Ye-Eun Oh (Department of International Trade and Commerce, Soonchunhyang University)
  • 노태우 (순천향대학교 국제통상학과) ;
  • 노진호 (순천향대학교 국제통상학과) ;
  • 오예은 (순천향대학교 국제통상학과 )
  • Received : 2020.11.27
  • Accepted : 2020.12.25
  • Published : 2020.12.31
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Abstract

This study investigates the effects of O2O-based mobile shopping application (O2O MSA)'s information and service quality on the user's perceived privacy protection, satisfaction and loyalty. In this study, 969 questionnaire reponses were collected, out of which 555 were used to estimate the structural paths using PLS-SEM (partial least square structural equation model) for the hypothesis test. Our empirical findings are drawn from Chinese respondents that live in a 1-line city in China and use O2O MSAs serviced by China's leading companies. This study examines and confirms that qualified information and service of O2O MSA positively affect both perceived privacy protection and customer satisfaction, which finally leads to customer behavioral loyalty through the perceived privacy protection. Further, this study presents effective practical implications for application development strategy suitable for users in the O2O-based mobile shopping industry.

Keywords

Acknowledgement

This research was conducted with the support of Soonchunhyang University research grant in 2020.

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