중국 온라인 커머스의 제품 및 배송품질이 구매행동에 미치는 영향 : 지각된 위험과 가격민감도의 조절효과

This study investigates how product quality and delivery quality influence customer satisfaction and repurchase intention in the context of Chinese online shopping platforms, focusing on Korean consumers. Amid the rapid expansion of cross-border e-commerce, understanding how consumers perceive product and delivery quality has become increasingly important. The study reveals that delivery quality significantly enhances customer satisfaction, while product quality plays a pivotal role in driving repurchase intention. Customer satisfaction, in turn, strongly influences repurchase behavior. Furthermore, while consumers with higher perceived risk or price sensitivity tend to respond more strongly to product quality, the differences across consumer segments were not statistically significant. These findings underscore the distinct roles of product and delivery quality in shaping consumer responses and offer practical implications for e-commerce businesses seeking to strengthen customer loyalty. Theoretically, the study contributes to the growing body of knowledge on consumer behavior in cross-border e-commerce by clarifying the relative impacts of product and delivery quality. Practically, it suggests that businesses should prioritize delivery excellence to boost satisfaction and tailor product strategies to meet the expectations of more cautious or price-conscious consumers.