The Effects of the Service Quality on the Customer Satisfaction and the Intention to Repurchase in Chinese Internet Shopping Mall

중국의 인터넷 쇼핑몰 품질이 고객 만족 및 재구매 의향에 미치는 영향

  • Zhang, Yu Meng (International Trade and Business, Kangwon National University) ;
  • Kim, Myoung-Soo (Department of Business Administration, Kangwon National University)
  • 장우몽 (강원대학교 대학원 국제무역학과) ;
  • 김명수 (강원대학교 경영회계학부)
  • Received : 2019.02.28
  • Accepted : 2019.03.25
  • Published : 2019.03.30


In this study, there are two research objectives. First, we identified the impact of service quality on customer satisfaction and intention to repurchase in the Internet shopping mall. Second, we tried to analyze the mediating effects of the customer satisfaction on the relationship between service quality and intention to repurchase. Based on past research and theoretical discussions, we developed a research model in terms of service quality and intention to repurchase in the Internet shopping mall. In order to verify our research model, we analyzed 492 survey data of consumers who had experiences in the Internet shopping mall in China. We found that sub-factors of the service quality in the Internet shopping mall have positive effects on customer satisfaction and repurchase intention through the survey data analysis. Among the five factors of service quality in the Internet shopping mall, except assurance, the positive effects of tangibility, responsiveness, empathy and reliability on repurchase intention are statistically significant. In addition, we found mediating effects of customer satisfaction in the Internet shopping mall on the relationship between service quality and intention to repurchase.



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