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http://dx.doi.org/10.14400/JDC.2021.19.12.207

The Effects of online shopping mall Usage Motives in e-commerce on Repurchase Intention: Centered on international Chinese students  

Fang, Luqi (Department of business management, WooSong University)
Lee, Yoon-koo (School of Corporate Management Corporate Management Major, WooSong University)
Publication Information
Journal of Digital Convergence / v.19, no.12, 2021 , pp. 207-223 More about this Journal
Abstract
The purpose of this research is to study the influence of online shopping motives on repurchase intentions with Chinese students studying in South Korea. To this end, a questionnaire survey was conducted with 255 Chinese students studying abroad. The SPSS 23.0 analysis clarified the structural relationship between the online shopping mall's motivation and customer satisfaction, and repurchase intentions. First, in the motivation of online shopping, product perception, customer service and shopping experience have a positive impact on customer satisfaction. Second, in the motivation of use, product perception, customer service, and shopping experience have a positive impact on repurchase intentions. Third, satisfaction has a positive effect on repurchase intentions. The results show that the motivation of using online shopping for Chinese students in South Korea is an important factor affecting satisfaction and repurchase intentions. In future research, further research is needed according to the type of online shopping mall.
Keywords
Online shopping mall; Chinese foreign student; Motive to use; Customer satisfaction; Repurchase intention;
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