중국 이커머스의 충성도에 영향 미치는 요인에 관한 연구

This study examined the factors that influence the continuity of relationship among customers of Aliexpress and Temu to determine if they can influence their loyalty to the mall. The results show that low prices, product variety, and perceived value have a positive impact on both satisfaction and trust. In terms of absolute path coefficients, low price and product variety have a stronger effect on satisfaction than perceived value on trust, and higher satisfaction and trust in the mall can improve loyalty. This is consistent with the findings of many previous studies, suggesting that satisfaction and trust remain important factors in maintaining long-term relationships. In particular, trust had a stronger impact on loyalty than satisfaction. Finally, despite the increasing influence of Chinese e-commerce companies such as Aliexpress, Temu, and XuYin on the domestic market, there is still a lack of research on this topic. This study can provide a basic foundation for future studies aimed at understanding domestic consumers who use Chinese e-commerce.