e-서비스품질이 쇼핑가치, 쇼핑만족, 고객의 자발적 e-성과에 미치는 영향에 관한 연구
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The purposes of this study are following. First, to collect the related data based on the previous researches, build the theoretical system and define the exact definition of e-shopping technology acceptance and value of e-sacrifice. Second, to research various factors of e-shopping technology acceptance and e-product quality which have a effect on the e-service quality and also research factors of e-sacrifice value which have an effect on the e-shopping value. Third, to verify the relationship between e-service quality and e-shopping value and elicit factors of e-service quality and e-shopping value which have an effect on e-shopping satisfaction. Fourth, to research the effect of e-service quality, e-shopping value and e-shopping satisfaction on the customer's voluntary e-performance. The hypotheses of this study are following. H_(1) : e-shopping technology acceptance have a positive effect on the perceived e-service quality. H_(2) : Perceived e-product quality has a positive effect on the e-service quality. H_(3) : Perceived e-product quality have a positive effect on the perceived e-shopping value. H_(4) : Perceived e-sacrifice behavior has a positive effect on the perceived e-shopping value. H_(5) : Perceived e-service quality has a positive effect on the perceived e-shopping value. H_(6) : Perceived e-service quality has a positive effect on the e-shooping satisfaction. H_(7) : Perceived e-shopping value has a positive effect on the e-shooping satisfaction. H_(8) : Perceived e-service quality has a positive effect on the customer's voluntary e-performance. H_(9) : Perceived e-shopping value has a positive effect on the customer's voluntary e-performance. H_(10) : e-shopping satisfaction has a positive effect on the customer's voluntary e-performance. The implication of this study are following. First, consumers' acceptance and will to make a contact with technologies have a crucial role in evaluating the online shopping experience. Satisfactory experience can fortify the positive attitude to using the online technologies and improve unsatisfactory thing consumer experienced before. So, for consumers' easy access to the site, internet shopping-related companies have to improve self service technologies and technology interface and expand self service technologies for consumers. Second, retailers have to react to all factors eliciting consumers' value perception. Successful online retailers are trying to make their homepage's construct and contents more consistent. Also their homepages with low-priced products provide consumers with easy way to find it and use it In other words, differentiated products, various product assortment and easy product search are very important. Third, when we measure the consumers' evaluation under the online environment, it's important to consider time and efforts as well as price. Current customers are trying to take various channel for a good shopping in order to save time and money. Satisfactory experience in online shopping creates amicable relationships with entire retailers and has a effect on other customers. Fourth, it's crucial to make various ways to maximize the e-service quality including efficiency/reactivity, customization/community, confidence, convenient purchase procedure and visible product because perceived e-service quality have an effect on perceived e-shopping value, shopping satisfaction and customers' voluntary e-performance. Fifth, satisfactory shopping encounter is very important to build the program for online customer loyalty, customer cooperation and customer participation. Through this, online retailers can enable customer to share their satisfactory experience with other people with low marketing cost. Sixth, retailers have to take any actions to monitor the customers' expectation in all costs related to online shopping including product/service assortment, e-service quality and time/price/efforts in order to keep the relationship with customer and have a positive feedback. Limitations of this study are following. First, our study analyzed 824 samples having a online shopping experience. So it's difficult to generalize results of this study to entire consumers. We need to subdivide consumers having a online shopping experience and verify the results using elaborate methods. Second, we surveyed consumers having a online shopping experience at the time of survey. So we can't make sure that consumers' temporary standpoint explain general standpoint exactly. Third, we used LISREL8.3 in order to elicit the structure equation model. The serious weak point of LISREL is that it treats the model with completed model fitting.
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