C-커머스의 서비스 품질 및 지각된 가치가 관계품질과 충성도에 관한 연구-테무(Temu) 중심으로

Currently, the entry of Chinese e-commerce platforms is rapidly dominating the market by providing new shopping experiences and price competitiveness to Korean consumers through aggressive marketing, and this growth shows that Temu is experiencing rapid acceptance and diffusion among Korean consumers beyond the simple success of a global e-commerce platform. However, there is still a lack of systematic research on the specific reasons for this phenomenon. Therefore, the purpose of this study is to empirically analyze the causal relationship between service quality and perceived value suggested in previous studies and relationship quality (satisfaction, trust) and loyalty. The results of the analysis showed that C-commerce service quality plays a key role in increasing relationship quality, trust and satisfaction. In addition, perceived value was found to affect relationship quality, trust and satisfaction. Finally, relationship quality, trust and satisfaction, were found to have a significant effect on consumer loyalty. In particular, the significance can be found in the part where it was revealed that relationship quality, trust or satisfaction, plays a mediating role between service quality and perceived value and loyalty.