Informatization Policy (정보화정책)

National Information Society Agency (한국지능정보사회진흥원)
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A Study on the Online Quality Evaluation and Improvement of Shopping Mall in Public Institutions: Focusing on Offline Quality

공공기관 쇼핑몰 온라인 품질 평가 및 개선 방안 연구: 오프라인 품질을 중심으로

  • Park, Jae-Yang (Korea Institute for Public Procurement Service, Chungnam National University) ;
  • Bae, Kwan-Pyo (Graduate School of National Public Policy, Chungnam National University)
  • Received : 2024.04.09
  • Accepted : 2024.05.20
  • Published : 2024.06.30
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Abstract

The scale of e-procurement through online shopping malls of public institutions including government comprehensive shopping malls is increasing day by day. This study aims to examine how public officials evaluate products, delivery, and post service of online shopping malls for public institutions and to explore ways of improving their satisfaction. The results from a survey conducted among public officials of public institutions who have experience using online shopping malls of public institutions showed generally high satisfaction levels, although there was dissatisfaction with product diversity. Perception of delivery quality was generally positive, but there was room for improvement in delivery service. Furthermore, employing structural equation modeling, the study examined the influences on satisfaction and intention to reuse. Perceived product quality, delivery quality, and delivery service quality were confirmed to influence satisfaction considerably. Therefore, more efforts should be directed towards managing the information and quality of products to prevent returns, exchanges, and repairs and, in case of issues, handling them promptly and transparently.

나라장터 종합쇼핑몰 등을 비롯한 공공기관 온라인 쇼핑몰을 통한 전자조달 규모는 나날이 커지고 있다. 본 연구는 공직자들이 공공기관 온라인 쇼핑몰의 제품, 배송, 사후관리에 대하여 어떻게 평가하는지, 그리고 그들의 만족도를 제고할 수 있는 방안은 무엇인지 살펴봄으로써 전자조달 품질 평가 및 개선 방안에 대하여 살펴보고자 한다. 공공기관 온라인 쇼핑몰 이용 경험이 있는 공무원 및 공공기관 재직자를 대상으로 설문조사를 실시한 결과, 대체로 만족도가 높은 것으로 나타났다. 그러나 제품의 다양성에 대한 불만이 확인되었다. 배달 품질에 대한 인식은 전반적으로 긍정적이지만, 사후관리에서 개선의 여지가 있음도 알 수 있었다. 이어서 구조방정식 모형을 활용하여 만족도와 재이용의사에 미치는 영향을 살펴봤는데 제품품질인식, 배송품질인식, 사후관리품질인식 모두 만족도에 유의한 정의 영향을 미침이 확인되었고, 반품·교환·하자보수가 발생하지 않도록 제품에 대한 정보와 품질의 관리에 더 많은 노력을 기울이고 문제가 발생했을 경우 그 처리를 간명하고 신속하게 진행할 필요가 있음을 알 수 있었다.

Keywords

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