[논문]SNS에 기반을 둔 전자상거래의 서비스 품질에 영향을 미치는 요인에 대한 연구

최정운; 이욱

doi:10.5762/kais.2020.21.11.125

SNS에 기반을 둔 전자상거래의 서비스 품질에 영향을 미치는 요인에 대한 연구
A study on factors that affect service quality of SNS based commerce 원문보기

한국산학기술학회논문지 = Journal of the Korea Academia-Industrial cooperation Society, v.21 no.11, 2020년, pp.125 - 138

최정운 (한양대학교 정보시스템학과) , 이욱 (한양대학교 정보시스템학과)

초록
AI-Helper

현재 한국의 전자상거래 시장은 급성장 중이고 특히 온라인 상거래에서는 SNS를 통한 거래가 지속적으로 증가하는 추세입니다. 본 연구는 정보시스템 성공 모델을 적용하고 이를 SERVQUAL의 수정과 결합함으로써 고객의 관점으로 전자상거래 상황에서 SNS 기반 상거래에 대한 서비스 품질 결정 요인의 영향에 대해 조사합니다. 본 논문은 누적 샘플링 기술을 사용하여 진행한 온라인 설문 조사에서 총 216개의 표본을 분석했습니다. 독립변수로 확신성, 공감성, 반응성, 신뢰성, 자각된 유용성 및 고객만족을 사용하였습니다. 종속변수로는 자각된 유용성, 고객만족 그리고 순이익으로 설정하였습니다. SPSS 25 통계 프로그램을 통해 빈도 분석, 요인분석&신뢰도분석, 회귀분석을 진행하였습니다. 이로써 총 11개의 가설에 대한 결과를 도출하였습니다. 결과는 확신성(Assurance), 공감성(Empathy), 반응성(responsiveness) 그리고 신뢰성(Realiability)은 자각된 유용성(Perceived Usefulness)과 고객만족(Customer Satisfaction)에 중요한 영향을 미친다는 것을 보여줍니다. 또한 SNS기반의 상거래에서 자각된 유용성, 고객 만족도 및 순이익 간의 긍정적인 유의미한 관계를 보여주고 있습니다. 이러한 유의미한 결과를 토대로 향후 관련된 후속 연구에 도움이 될 것이라 기대합니다.

Abstract ▼ AI-Helper

Currently, the e-commerce market in Korea is growing rapidly, particularly in online commerce, and transactions through SNS are constantly increasing. This study assessed the quality of service based on SNS by modifying and combining SNS-based applications and services. Two hundred and sixteen surveys from an online survey conducted using a cumulative sampling technique were analyzed. The confidence, empathy, responsiveness, reliability, perceived usefulness, and customer satisfaction were independent variables. The perceived usefulness, customer satisfaction, and net profit were considered dependent variables. The results of 11 hypotheses were derived through SPSS 25. The results show that the perceived usefulness and customer satisfaction are affected by assurance, empathy, responsiveness, and reliability. In addition, SNS - based commerces show a significant relationship between perceived usefulness, customer satisfaction, and net benefits. The significant results are expected to help in future related research.

주제어

표/그림 (23)

표 Table 1. Previous studies adopting the IS success model for e-commerce
표 Table 2. Previous studies — SQ determinants in e-commerce
표 Table 3. Conceptual definitions of the constructs
그림 Fig. 1. Current research model
표 Table 4. Demographic characteristics of the sample
그림 Fig. 2. Factors and Reliability analysis for Assurance(AS)
그림 Fig. 3. Factors and Reliability analysis for Empathy(EM)
그림 Fig. 4. Factors and Reliability analysis for Responsiveness(RS)
그림 Fig. 5. Factors and Reliability analysis for Reliability(RB)
그림 Fig. 6. Factors and Reliability analysis for Perceived Usefulness(PU)
그림 Fig. 7. Factors and Reliability analysis for Customer Satisfaction(CS)
그림 Fig. 8. Factors and Reliability analysis for Net Benefit(NB)
그림 Fig. 9. The Regression Analysis of Hypothesis H1a
그림 Fig. 10. The Regression Analysis of Hypothesis H1b
그림 Fig. 11. The Regression Analysis of Hypothesis H2a
그림 Fig. 12. The Regression Analysis of Hypothesis H2b
그림 Fig. 13. The Regression Analysis of Hypothesis H3a
그림 Fig. 14. The Regression Analysis of Hypothesis H3b
그림 Fig. 15. The Regression Analysis of Hypothesis H4a
그림 Fig. 16. The Regression Analysis of Hypothesis H4b
그림 Fig. 17. The Regression Analysis of Hypothesis H5
그림 Fig. 18. The Regression Analysis of Hypothesis H6
그림 Fig. 19. The Regression Analysis of Hypothesis H7

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