스포츠패션 온라인쇼핑몰의 서비스품질이 고객만족 및 추천의도, 재방문의도에 미치는 영향 : 지각된 서비스품질을 조절효과로 = The Effect of the Service Quality of Sports Fashion Online Shopping Mall on Customer Satisfaction, Recommendation Intention, and Revisit Intention -Regulating perceived quality of service

국문 초록 (Abstract)

디지털 시대에서 전자상거래의 등장은 소비자의 쇼핑습관을 근본적으
로 변화시켰으며, 소비재 판매에 새로운 경로를 열었다. 특히 스포츠브
랜드 분야에서는 중국 국가 개방 정책의 시행에 따라, Li-Ning과 같은
국내 브랜드가 1984년에 탄생하여 중국 스포츠용품 산업의 발전의 포문
을 열었다. 이어서 Anta 등의 브랜드가 기술 혁신과 시장 확대를 통해
브랜드 지위를 점차 강화시켜 나갔다. 21세기에 접어들면서 중국 국내브랜드가 해외브랜드를 인수하면서 중
국 브랜드는 국제적으로 확장하기 시작하면서 글로벌로 성장하였다. 한편, 사물인터넷(IoT) 환경에서의 전자상거래 플랫폼은 현대 기술의
결합으로 인해 급속하게 발전하면서 스포츠패션 브랜드에 새로운 기회를
제공하여 소비자에게 더욱 편리하게 접근하고 시장 효율성과 쇼핑경험을
향상시킬 수 있게 하였다. 이에 스포츠패션관련 온라인쇼핑몰은 소비자
들의 개인화와 맞춤화 요구를 충족시키며, 디지털 시대의 쇼핑 새로운
경향을 반영하는 형태를 보이게 된다. 이러한 사회배경에 따라 본 연구의 목적은 SERVQUAL모형을 활용하
여 스포츠패션 온라인쇼핑몰에 대한 고객만족, 추천의도 및 재방문의도
에 미치는 영향을 분석하였다. 실증적 연구를 위하여 본 연구에서는 중국 스포츠패션 온라인쇼핑몰
관련 제품을 구매했거나 사용한 경험이 있는 소비자를 대상으로 설문조
사를 실시하였다. 설문조사 대상자는 중국 상하이시(上海市)에서 무작위로 추출하였으
며, 조사기간은 2024년 1월 10일∼2024년 1월 30일에 동안 설문조사를
진행하였고, 677부의 유효한 설문지를 최종 분석자료에 사용하였다. 수
집된 자료는 IBM SPSS 27.0 소프트웨어를 사용하여 분석하였다. 연구결과의 신뢰성과 타당성을 보장하기 위한 조사 대상의 인구통계적
특성과 일반적 특성을 알아보는 데 빈도분석을 사용하였고, 변수의 정규
분포를 확인하기 위한 기술 통계분석을 사용하였다. 또한, 설문 문항의
신뢰성은 크론바흐 알파 계수로 확인하고, 문항이 연구의 개념을 정확히
반영할 수 있도록 요인분석을 통해 타당성을 검증하였다. 상관관계 분석
은 변수 간 구분과 다중공선성 문제에 대한 타당성을 확인하였다. 마지
막으로, 다중회귀분석을 주요 수단으로 사용하여 연구가설을 검증하고
변수간의 구체적인 관계를 확인하였다. 연구결과는 다음과 같다. 첫째, 스포츠패션 온라인 쇼필몰의 신뢰성, 유형성, 반응성, 확신성, 공
감성을 포함한 서비스품질은 지각된 서비스품질에 긍정적인 영향을 미치
는 것으로 나타났다. 이러한 요인의 결합된 최적화는 소비자의 전반적인
쇼핑 경험과 만족도를 향상시켜 쇼핑몰이 경쟁 시장에서 두각을 나타내
고 더 많은 충성 고객을 확보할 수 있도록 한다.
둘째, 지각된 서비스품질은 고객만족에 긍정적인 영향을 미칠는 것으
로 나타났다. 이러한 결과는 스포츠용품 전자상거래몰에서 지각된 서비
스품질을 지속적으로 향상시킴으로써 고객만족을 효과적으로 증가시킬
수 있으며, 이는 다시 지속적인 비즈니스 성장을 이끌 수 있다고 할 수
있다. 셋째, 고객만족은 추천의도, 재방문의도에 긍정적인 영향을 미치는 것
으로 나타났다. 고객 피드백을 수집, 분석하고 서비스 및 제품을 지속적
으로 개선함으로써 쇼핑몰은 고객 기대를 계속 충족시킴으로써 고객 충
성도를 높이고 지속 가능한 비즈니스 성장을 달성할 수 있다. 넷째, 추천의도는 재방문의도에 긍정적인 영향을 미치는 것으로 나타
났다. 이는 고객의 재방문을 추천하고 촉진하려는 고객의 의지를 높이기
위해 쇼핑몰은 반응형 고객 서비스, 직관적이고 사용하기 쉬운 웹 사이
트 디자인, 고품질 제품을 포함하여 탁월한 고객경험을 제공하는 데 중
점을 두어야 한다. 본 연구는 서비스품질의 차원과 고객만족 간의 직접적인 관계뿐만 아
니라, 지각된 서비스품질의 중요한 역할을 명확히 하였다. 이러한 분석
결과는 스포츠패션 온라인쇼핑몰 운영자에게 전략적인 지침을 제공하며, 서비스품질 향상, 고객만족도 향상, 추천 및 재방문을 촉진하는 데 도움
이 될 것이다. 물론, 본 연구는 학문적, 실무적 성과를 이루었지만, 스포
츠패션 온라인쇼핑몰의 서비스품질과 고객행동 의도에 대한 이해를 더욱
심화시키기 위해 향후 연구에서는 표본 다양성의 확대, 종단 연구를 통한
소비자행동 변화 추적, 국제 비교 연구 등을 고려할 필요가 있다.

다국어 초록 (Multilingual Abstract)

In the digital age, the rise of e-commerce has fundamentally
changed consumer shopping habits and opened up new avenues for
the sale of consumer goods. Especially in the field of sports brands,
with the implementation of China's national opening-up policy,
domestic brands such as Li-Ning were born in 1984, marking the
beginning of the development of China's sporting goods industry.
This was followed by brands such as Anta, which gradually
strengthened their brand position through technological innovation
and market expansion.
At the turn of the 21st century, Chinese brands began to expand
internationally, with domestic brands acquiring foreign brands and
becoming global.
Meanwhile, e-commerce platforms in the Internet of Things (IoT)
environment have developed rapidly due to the combination of
modern technologies, providing new opportunities for sports fashion
brands to reach consumers more conveniently and improve market
efficiency and shopping experience. As a result, online shopping
malls for sports fashion will meet consumers' needs for
personalisation and customisation and reflect the new trends of
shopping in the digital era.
According to this social background, the purpose of this study is
to analyse the influence of customer satisfaction, recommendation
intention and revisit intention of sports fashion online shopping malls
using SERVQUAL model.
For the empirical study, a survey was conducted among consumers
who have purchased or used products related to sports fashion
online shopping malls in China.
The respondents were randomly selected from Shanghai, China,
and the survey period was conducted from 10 January 2024 to 30
January 2024, and 677 valid questionnaires were used for the final
analysis. The collected data were analysed using IBM SPSS 27.0
software.
In order to ensure the reliability and validity of the findings,
frequency analysis was used to determine the demographic and
general characteristics of the study population, and descriptive
statistical analysis was used to determine the normal distribution of
the variables. In addition, the reliability of the questionnaire items
was checked using Cronbach's alpha coefficient, and the validity of
the items was verified through factor analysis to ensure that the
items accurately reflected the concepts of the study. Correlation
analyses were conducted to check the distinction between variables
and the validity of multicollinearity issues. Finally, multiple
regression analysis was used as the main tool to test the research
hypotheses and identify specific relationships between variables.
The findings of the study are as follows
First, the service quality of sports fashion online shopping malls,
including reliability, tangibility, responsiveness, assurance, and
empathy, has a positive effect on perceived service quality. The
combined optimisation of these factors enhances the overall shopping
experience and satisfaction of consumers, enabling the mall to stand
out in the competitive market and gain more loyal customers.
Second, we found that perceived service quality has a positive
impact on customer satisfaction. This finding suggests that sporting
goods e-commerce stores can effectively increase customer
satisfaction by continuously improving perceived service quality,
which in turn can lead to sustainable business growth.
Third, customer satisfaction has a positive impact on
recommendation intention and repeat visitation. By collecting and
analysing customer feedback and continuously improving services and
products, shopping malls can continue to meet and exceed customer
expectations, thereby increasing customer loyalty and achieving
sustainable business growth.
Fourth, recommendation intention has a positive impact on revisit
intention. This suggests that to increase customers' willingness to
recommend and facilitate return visits, malls should focus on
providing an exceptional customer experience, including responsive
customer service, intuitive and easy-to-use website design, and
high-quality products.
This study clarified the direct relationship between the dimensions
of service quality and customer satisfaction, as well as the
important role of perceived service quality. These findings can
provide strategic guidance to sports fashion online retailers and help
them to improve service quality, enhance customer satisfaction, and
promote referrals and repeat visits. Although this study has made
academic and practical contributions, future research should consider
expanding the sample diversity, tracking changes in consumer
behaviour through longitudinal studies, and conducting international
comparative studies to further deepen the understanding of service
quality and customer behaviour intention in sports fashion online
shopping malls.

목차 (Table of Contents)

• Ⅰ. 서 론
• 1. 연구배경 및 연구목적 ·············································································· 1
• 2. 연구방법 및 연구내용 ·············································································· 6
• 3. 연구흐름도 ·································································································· 8
• Ⅱ. 이론적 배경
• 1. 스포츠패션 온라인쇼핑몰 ······································································ 10
• 1.1 스포츠패션 온라인쇼핑몰의 개념 ·················································· 10
• 1.2 스포츠패션 온라인쇼핑몰 서비스품질의 선행연구 ···················· 15
• 2. 지각된 서비스품질 ·················································································· 19
• 2.1 지각된 서비스품질의 개념 ······························································ 19
• 2.2 지각된 서비스품질의 선행연구 ······················································ 24
• 3. SERVQUAL모형 ······················································································ 28
• 3.1 SERVQUAL모형의 개념 ·································································· 28
• 3.2 SERVQUAL모형의 선행연구 ·························································· 35
• 4. 고객만족 ···································································································· 38
• 4.1 고객만족의 개념 ················································································ 38
• 4.2 고객만족의 선행연구 ········································································ 42
• 5. 추천의도 ···································································································· 44
• 5.1 추천의도의 개념 ················································································ 44
• 5.2 추천의도의 선행연구 ········································································ 49
• 6. 재방문의도 ································································································ 51
• 6.1 재방문의도의 개념 ············································································ 51
• 6.2 재방문의도의 선행연구 ···································································· 55
• Ⅲ. 연구설계
• 1. 연구모형 및 가설 ···················································································· 58
• 1.1 연구모형 ······························································································ 58
• 1.2 연구가설 설정 ···················································································· 59
• 2. 측정도구 및 변수의 조작적 정의 ······················································ 61
• 2.1 설문지 구성 ························································································ 61
• 2.2 변수의 측정도구 ················································································ 63
• 2.3. 변수의 조작적 정의 ········································································ 64
• 3. 연구대상 선정 및 조사 ·········································································· 65
• 4. 자료처리 및 분석 방법 ·········································································· 67
• Ⅳ. 연구결과
• 1. 인구통계학적 특성 ·················································································· 68
• 2. 신뢰도 및 타당성 분석 ·········································································· 72
• 2.1 측정의 신뢰도 분석 ·········································································· 72
• 2.2 변수의 타당성 분석 ·········································································· 74
• 3. 상관관계분석 ···························································································· 81
• 4. 가설 검증 ·································································································· 84
• Ⅴ. 결론
• 1. 연구요약 및 연구시사점 ········································································ 91
• 1.1 연구요약 ······························································································ 91
• 1.2 연구결과 시사점 ················································································ 93
• 2. 연구의 한계점 및 향후 연구방향 ························································ 98
• 참 고 문 헌
• 부 록(한국설문지, 중국설문지)
• Abstract(중문, 영문)