Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
권호 표지
DOI QR코드

DOI QR Code

A Convergence Study of The Effect of Service Factors Used Book Transactions in Online Bookstores on Customer Satisfaction and Reuse Intention

인터넷 서점 중고도서 거래의 서비스 요인이 고객만족과 재이용의도에 미치는 영향에 관한 융합연구

  • Yang, Jin-Won (Dept. of Smart Convergence Consulting, Hansung University) ;
  • You, Yen-Yoo (Dept. of Smart Management Engineering, Hansung University) ;
  • Kim, Jung-Yol (Division of Social Sciences, Hansung University)
  • 양진원 (한성대학교 스마트융합컨설팅학과) ;
  • 유연우 (한성대학교 스마트경영공학부) ;
  • 김정렬 (한성대학교 사회과학부)
  • Received : 2022.04.22
  • Accepted : 2022.05.20
  • Published : 2022.05.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to analyze the effect of service factors of used book transactions, which are becoming a major service in online bookstores, on customer satisfaction and the effect of customer satisfaction on reuse intention. 235 samples were collected through a survey for users of used book transaction services in their 20s or older, and 205 surveys were adopted through the refining process. Hypotheses were verified through factor analysis, reliability analysis, and structural model analysis using SPSS22.0 and AMOS22.0 statistical programs. Some factors were supported between service factors and customer satisfaction, and customer satisfaction had a significant effect on reuse intention, and moderating effects according to the preferred genre of reading were founded. More differentiated services should be considered according to the customer's preferred genre, as the services of online bookstores are becoming more standardized, customers do not feel differentiated.

본 연구의 목적은 인터넷서점에서 주요 서비스로 자리 잡고 있는 중고도서 거래의 서비스 요인이 고객만족에 미치는 영향과 고객만족이 재이용의도에 미치는 영향을 분석하는 것이었다. 20대 이상의 중고도서 거래서비스 이용자들에게 설문을 통해 235개의 표본을 수집하고 정제과정을 통해 205개의 설문을 채택하였다. SPSS22.0과 AMOS22.0 통계 프로그램을 이용해 요인분석, 신뢰도분석, 구조모형분석을 통해 가설을 검증하였다. 서비스 요인과 고객만족간에 일부요인이 지지되었고, 고객만족은 재이용의도에 대해 유의한 영향을 미치고 있었으며, 독서 선호 장르에 따른 조절효과가 있음을 확인하였다. 인터넷 서점들의 서비스는 점점 표준화되고 있어 고객들은 차별성을 느끼지 못하고 있으므로 고객의 특성에 따라 차별화된 서비스 제공해야 할 것으로 보인다.

Keywords

References

  1. Korea Publishing Research Institute. (2020). 2019 Survey on National Reading. Sejong Metropolitan Autonomous City : Ministry of Culture, Sports and Tourism
  2. Y. H. Cho. (2017). The Effect of Service Quality Strategy of Internet Bookstores on Customer Satisfaction and Loyalty. Journal of CEO and Management Studies, 20(3), 237-264.
  3. S. Y. Kim & K. S. Oh. (2015). Influence of Mobile Bookstore Application Service Quality on User Satisfaction and Reuse Intention. Journal of the Korea Contents Association, 15(10), 535-546. DOI : 10.5392/JKCA.2015.15.10.535
  4. S. N. Kim. (2020). A Study on Reading Motivations and Book Purchasing Behaviors - Focusing on age group of 20-30 and 40-50 - . Journal of the Institute of Bibliography, 81, 239-258. DOI : 10.17258/jib.2020..81.239
  5. Ministry of Culture, Sports and Tourism, (2022). 2020 Survey on Content Industry Statistics
  6. S. H. You. (2019). Proposal of Used Books Shared Platform Service for Small-sized Stores. Journal of Digital Convergence, 17(9), 89-95. DOI : 10.14400/JDC.2019.17.9.089
  7. Korea Publication Industry Promotion Agency. (2017). A Survey on the Actual Conditions of Used Bookstores Online and Offline.
  8. Ministry of Culture, Sports and Tourism, (2020). 2019. Survey on Content Industry Statistics
  9. P. Kotler. (1992). Marketing's new paradigms: What's really happening out there, Planning Review, 20(5), 50-52. DOI : 10.1108/eb054382
  10. R. S. Alexander. (1960). Marketing definitions: A glossary of marketing terms. American Marketing Association.
  11. R. C. Lewis. & B. H. Booms. (1983), The Marketing of Service Quality, Emerging Perspectives on Service Marketing, Chicago, AMA, 99-107.
  12. A. Parasuraman, V. A. Zeithaml & L. L. Berry. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50. DOI : 10.1177/002224298504900403
  13. A. Parasuraman, V. A. Zeithaml & L. L. Berry. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perception a of service quality, Journal of Retailing, 64(1), 12-40.
  14. J. J. Cronin Jr & S. A. Taylor. (1992). Measuring service quality: a reexamination and extension. Journal of marketing, 56(3), 55-68. DOI : 10.1177/002224299205600304
  15. S. J. Barnes & R. Vidgen. (2001). An evaluation of cyber-bookshops: the WebQual method. International journal of electronic commerce, 6(1), 11-30. DOI : 10.1080/10864415.2001.11044225
  16. K. T. Park & R. D. Ahn. (1996). A Study on the Satisfaction Factors of Customer Service - Focused on Bookstores in Taegu- Kyungbuk Area-. korean management review, 25(4), 113-132.
  17. J. E. Oh, S. C. Lee & H. G. Lee. (2002). An Empirical Study on Factors Affecting Price Sensitivity and Choice of Internet Bookstores. Information Systems Review, 4(2), 133-153.
  18. T. Karlsson, C. Kuttainen, L. Pitt, & S. Spyropoulou. (2005). Price as a variable in online consumer trade-offs. Marketing Intelligence & Planning. 23(4), 350-358. DOI : 10.1108/02634500510603456
  19. M. K. Lee, M. K. Choi & J. J. Rho. (2001). Consumer Choice of Online Bookstores in Korean Market. Korean Academic Society of e-Business, 2(1), 175-200.
  20. J. H. Kim, M. Y. Han & H. J. Kim. (2002). The Effects of Evaluations of Web Service on the Brand Trust and Brand Loyalty. THE KOREAN JOURNAL OF CONSUMER AND ADVERTISING PSYCHOLOGY, 3(1), 33-51.
  21. Y. S. An & K. K. Seo. (2013). A Study on Service Satisfaction Factor Analysis of an On-line Secondhand Bookstore. Journal of Digital Convergence, 11(11), 251-256. DOI : 10.14400/JDPM.2013.11.11.251
  22. J. A. Howard & J. N. Sheth. (1969). The theory of buyer behavior. New York, 63, 145.
  23. J. A. Czepiel & L. J. Rosenberg. (1976). Consumer satisfaction: Toward an integrative framework. New York University, Graduate School of Business Administration, 169-171.
  24. R. L. Oliver. (1981). Measurement and evaluation of satisfaction process in retail setting, Journal of Retailing, 57(3), 25-48.
  25. J. F. Engel & R. D. Blackwell. (1982). Consumer Behavior, (4th ed.). New York : CBS College Publishing.
  26. G. A. Churchill, Jr. & C. Surprenant. (1982). An investigation into the determonants of consumer satisfaction, Journal of Marketing Research, 19(4), 491-504. DOI : 10.1177/002224378201900410
  27. D. K. Tse & P. C. Wilton. (1988). Models of consumer satisfaction : An extension. Journal of Marketing Research, 25(2), 204-212. DOI : 10.1177/002224378802500209
  28. R. A. Westbrook & R. L. Oliver. (1991). The dimensionality consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84-91. DOI : 10.1086/209243
  29. Y. J. Yi. (1997). Differences in the Consumer Satisfaction Process between Goods and Services. Journal of consumer studies, 8(1), 101-118.
  30. S. S. Ahn. (2018). The Effect of Service Authenticity on Customer Satisfaction and Word-of-Mouth and Reuse Intentions - Focused on Airline Services -. Journal of the Aviation Management Society of Korea, 16(1), 91-105. DOI : 10.30529/amsok.2018.16.1.005
  31. V. A. Zeithaml, L. L. Berry & A. Parasuraman. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46. DOI : 10.1177/002224299606000203
  32. F. F. Reichheld & W. E. Sasser. (1990). Zero defec fions: Quality comes to services. Harvard business review, 68(5), 105-111.
  33. L. J. Rosenberg & J. A. Czepiel. (1984). A marketing approach for customer retention. Journal of consumer marketing, 1(2), 45-51. DOI : 10.1108/eb008094
  34. R. L. Oliver. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469. DOI : 10.1177/002224378001700405
  35. L. H. Cheol. (2006). A Study on the Effect of Eating-out Bakery Brand Image on the Re-visit Intention. Korean Journal of Tourism Research, 21(3), 189-207.
  36. J. P. Woo. (2016). Understanding of Structural Equation Model Concept. Seoul : Hannarae Academy
  37. J. J. Song. (2015). SPSS/AMOS Statistical Analysis Method. Seoul : 21cbook.
  38. K. S. Noh. (2019). The proper methods of statistical analysis for dissertation. Seoul : Hanbit academy.