학술논문
중국 소셜 쇼핑 현황과 소비자 선택속성 및 고객 만족도에 대한 연구 / an Analysis about Social Shopping‘s Consumer Selection Attributes and Customer Satisfaction in China
Document Type
Dissertation/ Thesis
Author
장유 / Zhang, Wei
Source
Subject
Language
Korean
Abstract
중국경제는 2012년 3분기 국내총생산성장률 7.4%를 기록했는데 이는 7분기 연속 성장을 나타내는 수치이다. 그 중에는 소셜 쇼핑은 거대한 잠재력이 가지고 있다. 오늘날 소셜 쇼핑은 소비자의 주요 소비형태의 하나로 인식되고 있다. 중국의 소셜 쇼핑시장은 급속도로 팽창하였다. 중국의 인터넷 기술발전과 보급률 확대로 중국의 온라인 시장 역시 급성장 중이다. 중국 소셜 쇼핑 시장은 기회와 위험이 혼재한 비개척 시장이다. 중국 기업은 물론, 한국뿐만 아니라 외국의 기업들이 중국 온라인쇼핑 시장으로 진입하기 위해서는 응용경제학적 전략이 중요하다. 본 연구의 목적은 중국 소셜쇼핑 시장을 이용할 때 중요한 요인을 살펴보고, 주요 요인을 바탕으로 고객 만족도가 고객 충성도에 미치는 영향을 분석한 것이다. 중국 소셜쇼핑 소비자의 특성에 따라 점포이미지의 각 구성요인이 고객 만족도와 고객 충성도에 미친 영향을 파악하는 것으로 중국 소셜 쇼핑의 발전방향을 살펴보고자 하였다. 중국소비자를 대상으로 설분조사를 진행한다. 분석 결과에 따라, 점포이미지 구성요인들은 고객 만족도에 영향을 미친다. 각 요인은 고객 만족도에 영향을 미친 차이가 존재했다. 중국 소셜쇼핑을 이용하는 소비자가 특성에 따라 점포이미지의 각 구성요인이 고객 만족도에 미친 영향은 유의적인 차이가 존재하였다. 중국 소셜쇼핑기업은 쇼핑몰의 점포이미지가 매우 중요하며 고객 가치를 창조할 수 있으며 중국 소셜쇼핑기업 운영자는 고객 충성도의 중요성을 인식해야 한다.
China's economy the third quarter of 2012 GDP growth rate of 7.4% was recorded, This is a number that represents the seven consecutive quarters of growth. Among those social internet shopping has huge potential. Today social internet shopping is being recognized as one of the main consumption patterns. China social internet shopping was rapidly inflated.China internet shopping market is the market that opportunities and social risk should be mixed. Chinese companies, as well as South Kore to enter the Chinese online shopping market is critical to an economic strategy. The purpose of this study is to look the important factcor about social shopping market, base on the key factor to analyze the impact of Consumer satisfaction on consumer loyalty. Depending on the nature of chinese social shopping consumers, we was to look at each component of store image factors impact on customer satisfaction and customer loyalty, through the analysis we can bi to look at the development direction of social internet shopping in china. Depending on the results store image configuration factors affect customer satisfaction. Each factor affecting customer satisfaction differences existed. Depending on chinese consumers that use social internet shopping Each component of store image factors impact on customer satisfaction was different. Chinese sicial shopping company stores' image is very important. Chinese social shopping company operators must be aware of the importance of customer loyalty.
China's economy the third quarter of 2012 GDP growth rate of 7.4% was recorded, This is a number that represents the seven consecutive quarters of growth. Among those social internet shopping has huge potential. Today social internet shopping is being recognized as one of the main consumption patterns. China social internet shopping was rapidly inflated.China internet shopping market is the market that opportunities and social risk should be mixed. Chinese companies, as well as South Kore to enter the Chinese online shopping market is critical to an economic strategy. The purpose of this study is to look the important factcor about social shopping market, base on the key factor to analyze the impact of Consumer satisfaction on consumer loyalty. Depending on the nature of chinese social shopping consumers, we was to look at each component of store image factors impact on customer satisfaction and customer loyalty, through the analysis we can bi to look at the development direction of social internet shopping in china. Depending on the results store image configuration factors affect customer satisfaction. Each factor affecting customer satisfaction differences existed. Depending on chinese consumers that use social internet shopping Each component of store image factors impact on customer satisfaction was different. Chinese sicial shopping company stores' image is very important. Chinese social shopping company operators must be aware of the importance of customer loyalty.