[논문]A Study on the Influence of Cognitive on Repurchase Intension of New E-Commerce System: Focused on the Mediation Effect of Consumer Satisfaction and Quasi Social Relations

Ying, Yu

doi:10.9708/jksci.2020.25.08.189

A Study on the Influence of Cognitive on Repurchase Intension of New E-Commerce System: Focused on the Mediation Effect of Consumer Satisfaction and Quasi Social Relations 원문보기

韓國컴퓨터情報學會論文誌 = Journal of the Korea Society of Computer and Information, v.25 no.8, 2020년, pp.189 - 196

Ying, Yu (Dept. of Global Business Graduate School, Kyonggi University)

초록
AI-Helper

2020년 신종 코로나 바이러스 감염증은 다시 한번 중국 경제의 구조 전환을 촉진했고 중국의 "인터넷+"업계의 경제 발전을 가속화하는 가운데, "패션 네트워크+플랫폼 마케팅"의 새로운 온라인 마케팅 모델이 주목받고 있다. 본문은 인지 모형에 기초하여 인지, 감정, 그리고 행위의 세 단계로부터 왕홍 경제 환경에서 소비자의 중복 구매에 대한 영향 요인을 분석하였다. 인터넷을 통해 수집된 438부의 설문지는 SPSS V 22.0와 AMOS V 22.0를 사용하여 수집된 데이터에 대한 빈도분석, 요인분석, 신뢰도분석, 구조방정식 분석을 실행하였다. 연구에서 가정된 검증은 신형 전자상 거래 사업자에서 소비자의 구매의도에 대한 흡인력을 제시한다. 본 연구는 실증 분석을 사용하여 인터넷을 통한 경제 환경에서 소비자의 중복 구매의도에 미치는 영향 요인을 분석하였다. 그 결과 전자상 거래의 서비스 품질 중 전문성이 사회적 관계에 미치는 영향과 인지된 상호작용성이 소비자의 만족도에 영향을 미치지 않는 것 외에 모든 요소가 사회적 관계와 소비자 만족도에 영향을 미치는 것으로 나타났다. 사회적 관계와 소비자 만족도가 중복 구매의도에 영향을 미치는 것으로 나타났다. 연구를 통해 전자상거래가 진행될 때에는 인터넷 판매 전문 능력과 가치관, 제품 특징의 적절성을 중시해야 한다.

Abstract ▼ AI-Helper

In this paper, we propose a study on the purchasing intent of the new e-commerce consumer, the coronavirus may once again drive the structural change of China's economy, and the new online marketing model will be noticed during the epidemic. Through 438 questionnaires collected on the Internet, frequency analysis, element analysis, reliability analysis and structural equation analysis were performed using SPSS V22.0 and AMOS V22.0 methods. Study the validation of hypotheses in the model to reveal the reasons why consumers in the new e-business are exposed. The results show that e-commerce features of Internet celebrities and individual characteristics of Internet celebrities can only enhance consumers' satisfaction. Quasi social relationships only increase consumer satisfaction without generating the will to purchase directly. Consumer satisfaction is the core foundation that dominates long-term consumption. E-commerce should focus on the ability of online celebrities to sell their expertise and the adaptability of value and product characteristics when conducting online celebrity marketing.

주제어

표/그림 (4)

그림 Fig. 1. Research model
표 Table 1. Operational Definition and Measurement Scale of Variables
표 Table 2. Confirmatory Factor Analysis
표 Table 3. Structural model analysis result

AI 본문요약
AI-Helper

* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

문제 정의

This paper is concerned with the study of consumer Repurchase Intension in the new e-commerce environment, and the new e-commerce celebrity model is a immature economic model in China, which makes the conclusion of this paper only adapt to the regions and countries that have already developed it.
This paper studies the influence factors of the Repurchase Intension. Analyzing the approach from the two aspects of e-commerce characteristics and the new e-commerce individual characteristics, In addition to analyzing the impact of traditional Customer Satisfaction on the Repurchase Intension, it also focuses on the effect of Quasi Social Relations between network celebrities and consumers.

가설 설정

H1a: Service Quality have a positive effect on Customer Satisfaction.
H2a: Expertise have a positive effect on Customer Satisfaction.
H2b: Expertise have a positive effect on Quasi social relations.
H3a: Similarity have a positive effect on Customer Satisfaction.
H3b: Similarity have a positive effect on Quasi social relations.
H4a: Perceived Interactivity have a positive effect on Customer Satisfaction.
H4b: Perceived Interactivity have a positive effect on Quasi social relations.
H5: Customer Satisfaction have a positive effect on Repurchase Intension.
H6: Quasi social relations have a positive effect on Customer Satisfaction.
H7: Quasi social relations have a positive effect on Repurchase Intension.

제안 방법

Based on the marketing context of the e-commerce, this paper analyzes the influence factors, measuring cognition, emotion and behavior of consumers. The research results will help to understand the mechanism of the effect of new e-commerce on consumers' willingness to buy again, reveal the inducement of consumers' willingness to buy again, make suggestions on the marketing strategy of new e-commerce companies, and promote the sustainable development of the new economy.
In this study, the relation between internet red and consumer in the background of new type e-commerce companies is studied theoretically, and the factors affecting consumers' willingness to buy again are analyzed.
The scale purification process of the study was carried out using reㅎpetitive statistical techniques such as exploratory factor analysis, Cronbach α, correlation analysis, and positive factor analysis.
4 or higher. Thirdly, in the Wave 2 purification process, the primary and secondary purification processes were repeated on the premise of a single dimension, the measured items were considered, and the resulting measurement model was evaluated, where all items were selected as scales used in the final analysis without any modification of additional items.
0 methods. This study used proven reliability and feasibility scales from previous studies and selected scales to be used in the final-stage analysis as a scale-purification process. The scale purification process of the study was carried out using reㅎpetitive statistical techniques such as exploratory factor analysis, Cronbach α, correlation analysis, and positive factor analysis.

데이터처리

In addition, to ensure reliability of the measured variables, the coefficient of Cronbach's Alpha coefficient, which represents the internal character, was determined.

이론/모형

Through 438 questionnaires collected on the Internet, frequency analysis, element analysis, reliability analysis and structural equation analysis were performed using SPSS V22.0 and AMOS V22.0 methods. This study used proven reliability and feasibility scales from previous studies and selected scales to be used in the final-stage analysis as a scale-purification process.

후속연구

The research results will help to understand the mechanism of the effect of new e-commerce on consumers' willingness to buy again, reveal the inducement of consumers' willingness to buy again, make suggestions on the marketing strategy of new e-commerce companies, and promote the sustainable development of the new economy.

참고문헌 (16)

G. Wagner, H. Schramm-Klein, & S. Steinmann, "Online retailing across e-channels and e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce environment." Journal of Business Research, vol. 107, pp. 256-270, Feb. 2020. DOI: https://doi.org/1.1016/j.jbusres.2018.1.048

상세보기
J. Martinez-Navarro, E. Bigne, J. Guixeres, M. Alcaniz, & C. Torrecilla, "The influence of virtual reality in e-commerce." Journal of Business Research, Vol. 100, pp. 475-482, Jul. 2019. DOI: https://doi.org/1.1016/j.jbusres.2018.1.054

상세보기
X. Lin, X. Wang, & N. Hajli, "Building E-commerce satisfaction and boosting sales: The role of social commerce trust and its antecedents." International Journal of Electronic Commerce, Vol. 23, No. 3, pp. 328-363, Jul. 2019. DOI: https://doi.org/1.1080/10864415.2019.1619907

상세보기
L. Li, J. Lin, O. Turel, P. Liu, & X. Luo, "The impact of e-commerce capabilities on agricultural firms' performance gains: the mediating role of organizational agility." Industrial Management & Data Systems. vol. 120, No. 7, pp. 1265-1286, Jul. 2020. DOI: https://doi.org/1.1108/IMDS-08-2019-0421

상세보기
A. Vohra, & N. Bhardwaj, "Customer engagement in an e-commerce brand community: An empirical comparison of alternate models." Journal of Research in Interactive Marketing. vol. 13, No. 1, pp. 2-25, Mar. 2019. DOI: https://doi.org/1.1108/JRIM-01-2018-0003

상세보기
C. Prentice, X. Wang, & S. M. C. Loureiro, "The influence of brand experience and service quality on customer engagement." Journal of Retailing and Consumer Services. vol. 50, pp. 50-59, Set. 2019. DOI: https://doi.org/1.1016/j.jretconser.2019.04.020

상세보기
D. M. Mansue, E. T. Sule, D. Kartini, Y. M. Oesman, A. H. P. K. Putra, & N. Chamidah, "Moderating of the Role of Technology Theory to the Existence of Consumer Behavior on e-commerce." Journal of Distribution Science. vol. 17, No. 7, pp. 15-25, Jun. 2020. DOI: http://dx.doi.org/1.15722/jds.17.07.201907.15
A. A. Al-Tit, "E-commerce drivers and barriers and their impact on e-customer loyalty in small and medium-sized enterprises (SMES)." Business: Theory and Practice. vol. 21, No. 1, pp. 146-157, Mar. 2020. DOI: DOI: https://doi.org/1.3846/btp.202.11612

상세보기
M. N. Hadi, A. N. Hadi, & M. A. Abdulrab, "Effect of Vendor Characteristics and Relationship Quality on Consumer Re-Purchase Intention in the B2C E-Commerce in Yemen. "International Journal of Research in Business and Social Science. vol. 8, No. 4, pp. 172-184, Jul. 2019. DOI: https://doi.org/1.20525/ijrbs.v8i4.288
H. J. Huang, J. Yang, & B. Zheng, "Demand effects of product similarity network in e-commerce platform. "Electronic Commerce Research. vol. 5, No. 8, pp. 1-31, May. 2019. DOI:https://doi.org/1.1007/s10660-019-09352-9
S. Fu, Y. Xu, & Q. Yan, "Enhancing the parasocial interaction relationship between consumers through similarity effects in the context of social commerce: evidence from social commerce platforms in China." Journal of Strategic Marketing. vol. 27, No. 2, pp. 100-118, Jul. 2019. DOI: https://doi.org/1.1080/0965254X.2017.1384045

상세보기
L. Wu, "Website interactivity may compensate for consumers' reduced control in E-Commerce." Journal of Retailing and Consumer Services. vol. 49, pp. 253-266, Jul. 2019. DOI:https://doi.org/1.1016/j.jretconser.2019.04.003

상세보기
T. Gajewska, D. Zimon, G. Kaczor, & P. Madzik, "The impact of the level of customer satisfaction on the quality of e-commerce services." International Journal of Productivity and Performance Management. vol. 69, No. 4, pp. 666-684, Dec. 2019. DOI:https://doi.org/1.1108/IJPPM-01-2019-0018

상세보기
Ι. Tzavlopoulos, K. Gotzamani, A. Andronikidis, & C. Vassiliadis,, "Determining the impact of e-commerce quality on customers' perceived risk, satisfaction, value and loyalty." International Journal of Quality and Service Sciences. vol. 69, No. 4, pp. 666-684, Dec. 2019. DOI: https://doi.org/1.1108/IJPPM-01-2019-0018
A. U. Zafar, J. Qiu, Y. Li, J. Wang, & M. Shahzad, "The impact of social media celebrities' posts and contextual interactions on impulse buying in social commerce." Computers in Human Behavior. vol. 23, pp. 106-178, Oct. 2019. DOI: https://doi.org/1.1016/j.chb.2019.106178
S. V. Jin, & E. Ryu, "Celebrity fashion brand endorsement in Facebook viral marketing and social commerce: Interactive effects of social identification, materialism, fashion involvement, and opinion leadership." Journal of Fashion Marketing and Management. vol. 23, No. 1, pp. 104-123, Mar. 2019. DOI:https://doi.org/1.1108/JFMM-01-2018-0001

상세보기

표제어: PCR

동의어: Packet Collision Rate

용어 설명 출처 목록 (6)

용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

내보내기 구분	파일저장 인쇄 메일전송
구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
저장형식	Text(ASCII format) Excel format RefWorks Direct Export RIS format (for Reference Manager, ProCite, EndNote), Scholar's Aids, Mendeley
메일정보	받는사람 (필수) @ 보내는사람 (선택) @ 제목 내용 KISTI 검색결과 이메일 서비스
안내	총 건의 자료가 검색되었습니다. 다운받으실 자료의 인덱스를 입력하세요. (1-10,000) 검색결과의 순서대로 최대 10,000건 까지 다운로드가 가능합니다. 데이타가 많을 경우 속도가 느려질 수 있습니다.(최대 2~3분 소요) 다운로드 파일은 UTF-8 형태로 저장됩니다. 파일의 내용이 제대로 보이지 않을실 때는 웹브라우저 상단의 보기 -> 인코딩 -> 자동선택 여부를 확인하십시오. ~ Text(ASCII format) Excel format

연합인증