인터넷 쇼핑몰 특성이 고객충성도에 미치는 영향과 판매촉진, 배송 및 사후서비스의 조절효과에 관한 연구

Abstract

E-Commerce operated through Internet may be distinguished means of purchase compared to home shopping by telephone or TV in that it guarantees autonomy or more time to purchaser. As the number of users of Internet rapidly increases, Internet shopping mall is increasing continuously. Notwithstanding this external growth of Internet shopping mall companies, however, it is required to research diverse strategies to cope with the change in environment and to get advantage in competition because of many visible negative factors such as intensified competition of increased competitors, controversy over profitability, increasing secession of customers, etc. As a matter of fact, numerous companies have emerged to make competition environment more vehement as Internet market has grown explosively for last 10 years. As the law of survival of the fittest is thoroughly applied, Internet shopping mall company needs elaborate business strategy instead of simple market strategy for survival. However, the research and information on the present E-Commerce based on Internet, especially Internet shopping mall are mostly carried on in the level of large company and the Internet shopping mall of small and medium companies are rarely studied as a matter of fact. Thus, the objective of this research is to grasp influence that the property of Internet shopping mall in the E-Commerce between small and medium companies and consumer has on the customer loyalty and to verify the adjusting effect of difference in sales promotion, delivery and after-sales service over customer satisfaction and customer loyalty for comparison with large company in order to present what factors are necessary for small and medium company with relative less manpower and capital to create and maintain customers continuously. For this objective, corroborative analysis was carried on by setting research model and hypothesis and performing regression analysis. According to research, the hypothesis that customer satisfaction is positively affected by information usefulness, reliability and interaction, convenience, etc of Internet shopping mall was supported and thus it was confirmed that customer satisfaction is positively affected by ability to provide abundant information in Internet shopping mall, payment process, reliability of protecting personal information, ability to communicate with customers and providing customers with convenience in using shopping mall. It was also found that repurchase, recommendation to others, customer loyalty, etc were also positively affected by such customer satisfaction. Second, verifying the adjusting effect of sales promotion in the influence that the property of Internet shopping mall has on customer satisfaction, the information usefulness and convenience of Internet shopping mall played positive adjusting role in influence on customer satisfaction and the interaction and reliability were dismissed. Thus, it was found that the abundance and usefulness of sales promotion information in Internet shopping mall and the convenience in using Internet sales promotion such as coupon played more positive adjusting role in increasing customer satisfaction. Third, verifying the adjusting effect of delivery and after-sales service in the influence that the property of Internet shopping mall has on customer satisfaction, the reliability and convenience of Internet shopping mall played positive adjusting role in influence on customer satisfaction and the information usefulness and interaction were dismissed. Thus, it was found that the reliability and convenience of Internet shopping mall, namely, prompt delivery of products, accurate delivery as per promised time and designated place, solid and elegant package for delivering products and proper/speedy/convenient after sales service played positive adjusting role on customer satisfaction.