이커머스 플랫폼의 UX/UI와 커머스 특성이 사용자 만족도 및 구매 전환에 미치는 영향에 관한 비교 연구 : 쿠팡과 테무를 중심으로

This study compares the impact of UI/UX factors and commerce characteristics on user satisfaction and behavioral intentions between Coupang, a leading e-commerce platform in South Korea, and Temu, a rapidly expanding global competitor. A survey was conducted among 123 adults (59 Coupang users, 64 Temu users) who had used both platforms within the past three months. UI/UX was evaluated using the System Usability Scale (SUS), while commerce characteristics were measured across four dimensions: pricing & promotions, shipping & logistics, payment & customer service, and membership. The findings indicate that Coupang’s strategy, which emphasizes shipping and customer service, leads to higher user satisfaction and stronger revisit intentions, while Temu’s promotion-driven strategy enhances recommendation likelihood. Comparative analysis reveals that Coupang consistently outperforms Temu across all satisfaction and behavioral intention variables, underscoring the distinct differentiation strategies employed by both platforms. These results highlight the importance of tailored strategic planning in e-commerce operations and suggest the necessity of customized approaches to enhance competitiveness.