중국 이커머스 플랫폼의 유료멤버십 서비스에 대한 행동의도 연구: 후기수용모델을 중심으로

Given the rapid growth of the Chinese e-commerce market and evolving consumer demand, e-commerce platform firms have adopted paid membership services as a means of strengthening competitiveness, and such services have attracted substantial consumer interest. Against this background, the present study examines paid membership services on e-commerce platforms and seeks to identify the key determinants of consumers’ behavioral intentions (electronic word-of-mouth, loyalty) from an academic and theoretical perspective. Based on the results of this study, first economic efficiency, diversity, reliability, and responsiveness each exerted significant positive effects on both perceived usefulness and expectation confirmation. In contrast, security was found to positively influence only expectation confirmation, without a significant effect on perceived usefulness. Second, among the sub-dimensions of consumer characteristics, self-efficacy was found to exert positive effects on both perceived usefulness and expectation confirmation in the post-adoption model, whereas subjective norms had a positive effect only on perceived usefulness. Third, expectation confirmation exerts positive effect on both perceived usefulness and satisfaction. Fourth, perceived usefulness has a positive effect on satisfaction and behavioral intentions (electronic word-of-mouth, loyalty). Fifth, satisfaction positively influences behavioral intentions (electronic word-of-mouth, loyalty).