Due to the development of Internet technology, online shopping has grown rapidly in the world, and accordingly, the number of people who shop online through the Internet has started to increase. According to the statistics of December 2018, China's Internet users totaled 8.29 billion, 56.53 million ...
Due to the development of Internet technology, online shopping has grown rapidly in the world, and accordingly, the number of people who shop online through the Internet has started to increase. According to the statistics of December 2018, China's Internet users totaled 8.29 billion, 56.53 million new users, and the Internet penetration rate of 59.6%, up 3.8% from the end of 2017. The total number of online shopping mall users in China reached 610 million, an increase of 14.4% compared to the end of 2017. Internet users use 73.6% of online shopping malls. Due to the expansion of the internet shopping market, the types of products handled by online shopping malls are also diversifying. Most of the products necessary for life, including electronics, cosmetics, software, and food can be purchased through e-commerce. In China, online sales of mobile phones account for the largest portion. According to the statistics of December 2017, China's mobile phone sales totaled 66.8 billion units, an increase of 79% compared to 2016. Over the past two years, total mobile phone sales have grown by 108%, continuing to grow. Among them, the offline market sales of mobile phones were 3.94 billion, down 8.99% from the previous year. This trend is expected to continue, so this paper will investigate the online purchasing activities of Chinese consumers.
The purpose of this thesis is to positively analyze the influences of the attributes and shopping value on their satisfaction and repurchase intentions in internet shopping malls, There is a need to investigate the factors that affect the satisfaction and repurchase intention of Chinese online mobile phone buyers Through the study on the factors affecting the satisfaction of online mobile phone purchase of consumers, the factors of online mobile phone purchase of consumers were synthesized and the proposal of the management strategy of online mobile phone sales store was derived. Also, through the study of factors influencing the satisfaction of online mobile phone purchases of consumers, not only the management strategy of China's offline mobile phone sales shop was derived, but also the management strategy of the global offline mobile phone sales shop was derived.
To attain these aims, this thesis is composed of 6 chapters. Chapter 1 explains the backgrounds and aims of this thesis. And also, it includes research methods and composition of this thesis. Chapter 2 studies the theories of constituent elements and modules of online shopping attributes, shopping value, customer satisfaction, and repurchase intention, focusing on its definition and measurement, on the base of the preceding research done by several scholars. Chapter 3 includes research models and 4 hypotheses which are established in this thesis. Chapter 4 explains the composition and subjects of a questionnaire, status of questionnaire collected and analytical methods of the research materials. Chapter 5 analysis empirically the collected materials. It includes an analysis of general features of the sample distribution, analysis of appropriateness and reliability of the variables, analysis of correlations between the variables, and verifications of research models and 4 hypotheses through the analysis of the structural equation model. Chapter 6 summarizes the results and implications of this study. And also some limits, as well as the points to be improved in the future, are presented.
Final results of this empirical studies are summarized as follows;
1) As a result of specifically verifying the hypothesis that the four dimensions of online shopping attributes will have a relatively significant effect on customer satisfaction, product diversity, customer service, price adequacy, and product information showed statistically significant effects.
2) As a result of specifically verifying the hypothesis that the four dimensions of online shopping attributes will have a relatively significant effect on customer repurchase, product diversity, customer service, price adequacy, and product information have statistically significant effects.
3) Satisfaction was found to have a positive effect on the degree of repurchase. These results can be judged that the higher the customer satisfaction, the higher the repurchase rate.
4) As a result of examining the moderating effect of shopping value in the relationship between online shopping attribute and repurchase intention, the pleasure value had a moderating effect in relation to price adequacy and repurchase intention, and the practical value was related to price adequacy, product information, and repurchase intention. The control effect was shown.
Due to the development of Internet technology, online shopping has grown rapidly in the world, and accordingly, the number of people who shop online through the Internet has started to increase. According to the statistics of December 2018, China's Internet users totaled 8.29 billion, 56.53 million new users, and the Internet penetration rate of 59.6%, up 3.8% from the end of 2017. The total number of online shopping mall users in China reached 610 million, an increase of 14.4% compared to the end of 2017. Internet users use 73.6% of online shopping malls. Due to the expansion of the internet shopping market, the types of products handled by online shopping malls are also diversifying. Most of the products necessary for life, including electronics, cosmetics, software, and food can be purchased through e-commerce. In China, online sales of mobile phones account for the largest portion. According to the statistics of December 2017, China's mobile phone sales totaled 66.8 billion units, an increase of 79% compared to 2016. Over the past two years, total mobile phone sales have grown by 108%, continuing to grow. Among them, the offline market sales of mobile phones were 3.94 billion, down 8.99% from the previous year. This trend is expected to continue, so this paper will investigate the online purchasing activities of Chinese consumers.
The purpose of this thesis is to positively analyze the influences of the attributes and shopping value on their satisfaction and repurchase intentions in internet shopping malls, There is a need to investigate the factors that affect the satisfaction and repurchase intention of Chinese online mobile phone buyers Through the study on the factors affecting the satisfaction of online mobile phone purchase of consumers, the factors of online mobile phone purchase of consumers were synthesized and the proposal of the management strategy of online mobile phone sales store was derived. Also, through the study of factors influencing the satisfaction of online mobile phone purchases of consumers, not only the management strategy of China's offline mobile phone sales shop was derived, but also the management strategy of the global offline mobile phone sales shop was derived.
To attain these aims, this thesis is composed of 6 chapters. Chapter 1 explains the backgrounds and aims of this thesis. And also, it includes research methods and composition of this thesis. Chapter 2 studies the theories of constituent elements and modules of online shopping attributes, shopping value, customer satisfaction, and repurchase intention, focusing on its definition and measurement, on the base of the preceding research done by several scholars. Chapter 3 includes research models and 4 hypotheses which are established in this thesis. Chapter 4 explains the composition and subjects of a questionnaire, status of questionnaire collected and analytical methods of the research materials. Chapter 5 analysis empirically the collected materials. It includes an analysis of general features of the sample distribution, analysis of appropriateness and reliability of the variables, analysis of correlations between the variables, and verifications of research models and 4 hypotheses through the analysis of the structural equation model. Chapter 6 summarizes the results and implications of this study. And also some limits, as well as the points to be improved in the future, are presented.
Final results of this empirical studies are summarized as follows;
1) As a result of specifically verifying the hypothesis that the four dimensions of online shopping attributes will have a relatively significant effect on customer satisfaction, product diversity, customer service, price adequacy, and product information showed statistically significant effects.
2) As a result of specifically verifying the hypothesis that the four dimensions of online shopping attributes will have a relatively significant effect on customer repurchase, product diversity, customer service, price adequacy, and product information have statistically significant effects.
3) Satisfaction was found to have a positive effect on the degree of repurchase. These results can be judged that the higher the customer satisfaction, the higher the repurchase rate.
4) As a result of examining the moderating effect of shopping value in the relationship between online shopping attribute and repurchase intention, the pleasure value had a moderating effect in relation to price adequacy and repurchase intention, and the practical value was related to price adequacy, product information, and repurchase intention. The control effect was shown.
주제어
#Online Shopping Attribute Online Shopping value Customer Satisfaction Repurchase Intention
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