온라인 쇼핑몰 서비스품질이 고객신뢰와 구매의도에 미치는 영향에 관한 연구: 중국 소비자를 대상으로

With the development of information technology, transactions in online shopping malls continue to rise as mobile phones and computers become commonplace on a daily basis. The online shopping mall market continued to grow rapidly, and competition intensified with the entry of latecomers. Numerous sellers in online shopping malls are the mainstream of the online market, and consumers believe in their reputation and brand awareness, but as sellers and consumers increase and competition intensifies, a new strategy to overcome the competitive market environment is needed. In particular, as the size of market transactions in Internet shopping malls has become increasingly important to the size of consumer market transactions in China, competition among Internet shopping mall companies is also intensifying. Therefore, as online shopping malls continue to grow rapidly, competition intensified due to the entry of latecomers, and a new strategy is needed to overcome the competitive market environment. In this study, the hypothesis was established that convenience, safety, and order accuracy among the service quality of online shopping malls have a positive effect on customer trust, and that customer trust has a positive effect on purchase intention. A survey was conducted on 250 Chinese people, and the data collected from 227 people were analyzed using SPSS 23 and AMOS 24 statistical analysis programs. As a result of the study, it was found that convenience, safety, and order accuracy had a positive effect on customer trust, and customer trust had a positive effect on purchase intention. Based on these research results, a plan to increase customer trust and purchase intention was proposed, and implications for marketing establishment were presented to managers.