한·중·일 3개국의 B2C 전자상거래 서비스품질의비교와 시사점 - 잠재평균의 비교를 중심으로 -

By reviewing the related theory, hypotheses are proposed regarding B2C e-commerce service quality. This analysis especially focuses on the difference in B2C service quality among 3 countries. 918 questionnaires were collected from 1,200 ones given out for this study and 797 ones are valid. This paper derived statistics by means of AMOS version 19.0 statistical software. The results are as follows: First,B2C e-commerce service quality in Korea is higher than that of China. Especially,this difference shows up in tangible quality, trust quality, and assurance quality. Second, compared with Japanese B2C e-commerce service quality, Korea’s empathy quality is higher than that of Japan. However, in assurance quality, Korea is lower than Japan. This comparative study of three countries draws meaningful results as compared with prior research, which focused mostly on single country. The purpose of this study is to contribute to the advance of the service quality of B2C e-Commerce by comparing the B2C e-commerce service quality among Korea, China, and Japan.