국가(한국, 인도)에 따른 e-쇼핑몰 서비스 품질과 용이성 및 유용성의 관계

This study aimed to analyze the impact of e-service quality on perceived ease of use (PEOU) and perceived usefulness (PU) in online shopping malls. The dimensions of e-service quality were categorized into efficiency, fulfillment, system availability, and privacy, and the influence of each dimension on PEOU and PU was examined. Additionally, the study investigated how the impact of e-service quality on PEOU varies between countries (South Korea and India). The key findings of the study are as follows. First, the dimensions of e-service quality (efficiency, fulfillment, system availability, and privacy) positively influence perceived ease of use of online shopping malls. Second, perceived ease of use positively impacts perceived usefulness in online shopping malls. Third, the influence of e-service quality (fulfillment, system availability, and privacy) on perceived ease of use varies between South Korea and India. In other words, the relationship between e-service quality and perceived ease of use is moderated by country. On the contrary, the country is not found to act as a moderating factor in the relationship between efficiency and perceived ease of use. Lastly, the influence of e-service quality on perceived ease of use is found to be significantly higher in South Korea compared to India. These findings underscore the importance of e-service quality dimensions in shaping users' perceptions of online shopping platforms. Meanwhile, in the conclusion of study, a summary of the findings, marketing implications, limitations and future research are discussed.