중국 온라인쇼핑몰 사용자 중요속성 - 서비스와 정보품질을 중심으로 -

In this paper, the relationship among service quality of the results, service process quality, perceived information quality, consumers' satisfaction, trust, and repurchase intention is empirically examined in the China's internet shopping mall with the perspective of consumers. For this research, design a research model based on some theoretical background as success model of information system, customer satisfaction index model, and service quality evaluation model. And we performed questionnaire to verify the research model empirically. As a result, components of service process quality as online shopping mall accessibility, fast shipping and return warranty had an impact on consumers' satisfaction. Also the service quality of the results and up-to-date information of perceived information quality had an impact, too. In addition, information diversity, information accuracy and service quality of the results had an effect on the consumers' trust. These results had an implication that online shopping malls could have a chance to build a trust between the companies and Chinese consumers by a results-oriented service structure. On the other hand, consumers' satisfaction and trust also give a positive impact on the repurchase intention. And consumers' satisfaction could improve the trust. The result of this research could be used as a basis to formulate a strategy for online shopping malls operating in the Chinese market.