E-커머스 플랫폼의 E-서비스품질이 고객충성도에 미치는 영향

This study comprehensively analyzed the effect of e-service quality of e-commerce platforms on customer loyalty. For this purpose, a survey was conducted on 300 e-commerce platform users from May 20th to 26th, 2025, and the data was analyzed using a structural equation model. The results of the study are as follows: First, e-service quality had a significant positive (+) effect on customer satisfaction and consumer trust, and these two variables significantly mediated the relationship between e-service quality and customer loyalty. In particular, the dual mediating effect, where customer satisfaction leads to customer loyalty through consumer trust, was also found to be significant. Second, perceived value showed a significant moderating effect on the relationship between consumer trust and customer loyalty, but it did not show a significant moderating effect on the relationship between customer satisfaction and customer loyalty. Third, the consumer's income level significantly moderated the relationship between e-service quality and consumer trust, but no significant moderating effect was found in the relationship between e-service quality and customer satisfaction. This study empirically confirms the mediating effects of consumer trust and customer satisfaction and the moderating effects of perceived value and income on the impact of e-service quality on customer loyalty, which has theoretical and practical implications for platform companies' loyalty strategies based on customer characteristics.