가상공간 전자거래의 만족도와 서비스 영향요인

The rapid proliferation of Internet has created fast growing electronic channels for marketing. Due to the nature of electronic channels, however, not all products and services are suitable for e-commerce. While fascination and speculation surrounds the impact of e-commerce on consumer shopping behavior, there is little empirical evidence underlying all this speculation. The purpose of this research is to locate affecting service factors on the consumer's e-commerce satisfaction with varying product categories. Transaction process, product price and purchasing cost, and market risk are identified from the existing literature as potential affecting factors on e-commerce satisfaction. Products are categorized along two dimensions; price level and information intensity. For each product category, questionnaires based on SERVQUAL were administered to bring together consumer's perceived satisfaction and service levels of each affecting factor. Correlation and regression analysis reveal that transaction process, product price and purchasing cost, and market risk are all significant affecting factors on consumer's satisfaction. For each product category, consumers show different reactions on e-commerce. The results suggest that products with higher information intensity are more suitable for e-commerce as expected. Other findings and directions are discussed to enhance service quality in e-commerce.