국경 간 전자상거래 플랫폼에서 서비스 품질이 브랜드 이미지와 구매 의향에 미치는 영향에 관한 연구 = A Study on the Influence of Service Quality on Brand Image and Purchase Intention on Cross-border E-commerce Platforms|RISS 상세보기

국문 초록 (Abstract)

국 문 초 록

국경 간 전자상거래 플랫폼에서 서비스 품질이 브랜드 이미지와 구매 의향에 미치는 영향에 관한 연구

전 세계적인 디지털 경제 통합과 국경 간 전자상거래의 급속한 발전이라는 배경하에 국경 간 전자상거래 플랫폼의 경쟁 중심축은 ‘제품-가격’에서 전자 서비스 품질을 핵심으로 하는 종합적인 경험으로 점차 이동하고 있다. 본 연구는 전자 서비스 품질(E-SERVQUAL) 이론적 프레임워크를 기반으로 유형성(TA), 신뢰성(RL), 응답성(TP), 확신성(AS) 및 공감성(EM)의 다섯 가지 차원에서 국경 간 전자상거래 플랫폼의 서비스 품질이 브랜드 이미지(BI)와 소비자 구매의향(COPI)에 미치는 영향을 체계적으로 검증하였다. 아울러 성별, 학력, 소득 및 직업 상황이 상기 영향 경로에서 수행하는 조절효과를 심층적으로 고찰하였다. 연구 방법으로는 설문조사법을 채택하여 495부의 유효 표본을 확보하였으며 SPSS 28과 PROCESS 프로그램을 활용하여 신뢰도 및 타당도 검증, 탐색적 요인분석, 다중회귀분석 및 조절효과 검증 등의 실증분석을 수행함으로써 연구 결론의 통계적 견고성과 설명의 유효성을 확보하였다. 분석 결과 브랜드 이미지(BI) 형성 경로에서는 신뢰성(RL), 응답성(TP), 확신성(AS) 및 유형성(TA)이 핵심적인 동인으로 작용하였으나 공감성(EM)의 전체적인 효과는 유의한 수준에 도달하지 못하였다. 반면 구매의향(COPI) 형성 경로에서는 유형성(TA), 응답성(TP), 확신성(AS) 및 공감성(EM)이 구매의향에 대해 직접적이고 유의한 촉진 효과를 나타낸 데 비해 신뢰성(RL)의 직접 효과는 상대적으로 뚜렷하지 않은 것으로 나타났다. 추가적인 조절효과 검증 결과 성별, 학력, 소득 및 직업 상황은 서로 다른 서비스 품질 차원이 브랜드 이미지(BI)와 구매의향(COPI)에 미치는 영향력의 강도와 방향을 유의하게 변화시키는 것으로 확인되었다. 남성 소비자는 브랜드 신뢰 구축에 있어 신뢰성(RL)과 확신성(AS)에 더 의존하는 경향을 보인 반면 여성 소비자는 공감성(EM)이 주도하는 브랜드 감성 반응에 더 적극적이었으며 구매 의사결정 과정에서 신뢰성(RL)과 응답성(TP)이 보장하는 거래 안전을 더욱 중시하였다. 학력의 조절효과는 현저한 ‘석사 주도’ 효과를 나타냈는데 해당 집단은 서비스 품질의 전방위적 향상에 대해 가장 민감하게 반응하였다. 소득은 주로 ‘가치 필터’로서의 역할을 수행하였으며 중위소득 계층은 여러 차원에서 ‘타산적 신중함’ 심리를 보여 부(-)의 조절효과를 유발하였다. 직업 상황의 조절효과는 ‘부(-)의 방향 주도’로 나타났는데 재직 집단(전업, 파트타임 등)은 더 높은 이성적 기대치로 인해 기초 서비스 품질 개선에 대한 한계효용 인식이 현저히 낮아진 것으로 분석되었다. 이러한 결론은 서비스 품질의 가치 실현이 균질화된 과정이 아니라 소비자의 구체적인 사회적 상황에 깊이 배태되어 있음을 시사한다. 본 연구는 이론적 차원에서 국경 간 전자상거래 상황하의 전자 서비스 품질 작용 기제의 조건부 경계를 규명하였으며 실무적 차원에서는 플랫폼이 차별화된 서비스 투입, 고객 특성에 기반한 정교한 운영 및 정밀한 커뮤니케이션을 실행하는 데 있어 실행 가능한 전략적 근거를 제공하였다.

핵심어: 전자 서비스 품질, 국경 간 전자상거래 플랫폼, 브랜드 이미지, 구매의향

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국 문 초 록 국경 간 전자상거래 플랫폼에서 서비스 품질이 브랜드 이미지와 구매 의향에 미치는 영향에 관한 연구 전 세계적인 디지털 경제 통합과 국경 간 전자상거래의 급속한 발전이...

다국어 초록 (Multilingual Abstract)

Against the backdrop of global digital economic integration and the rapid
expansion of cross-border e-commerce, competitive focus among cross-border
platforms has increasingly shifted from a traditional "product-price" orientation
toward a holistic experience centered on electronic service quality. Drawing on
the E-SERVQUAL framework, this study examines the effects of five service
quality dimensions-tangibility, reliability, responsiveness, assurance, and empathy
-on brand image and consumers' purchase intention in cross-border
e-commerce. It further investigates the moderating roles of gender, education,
income, and occupational status along these impact pathways. Using survey data
from 495 valid respondents, the study employs SPSS 28 and the PROCESS
macro to conduct reliability and validity tests, exploratory factor analysis,
multiple regression, and moderation analyses, ensuring statistical robustness and
interpretive validity
The results indicate that, in the hnensurin
mage formationlity responsiveness, assurance, and tangibility constitute the key drivers, whereas the
overall effect of empathy is not statistically significant. In contrast, in the
purchase intention pathway, tangibility, responsiveness, assurance, and empathy
exert direct and significant positive effects, while the direct effect of reliability
is comparatively weak. Moderation analyses further reveal that gender,
education, income, and occupational status significantly alter the strength-and in
some cases the direction-of the relationships between service quality dimensions
and both brand image and purchase intention. Male consumers tend to rely more
on reliability and assurance to establish brand trust, whereas female consumers
respond more positively to empathy-driven brand affect and place greater
emphasis on reliability and responsiveness as safeguards of transactional
security during purchase decisions. Educational moderation exhibits a pronounced
"master's-degree-dominant" effect, with this group showing the highest
sensitivity to comprehensive improvements in service quality. Income primarily
functions as a "value filter," with middle-income consumers displaying a
"calculative prudence" that leads to negative moderation across multiple
dimensions. Occupational status shows a predominantly negative moderating
pattern: employed consumers (e.g., full-time and part-time workers), due to
higher rational expectations, perceive markedly diminishing marginal utility from
improvements in basic service quality.
These findings demonstrate that the value realization of service quality is not
a homogeneous process but is deeply embedded in consumers' specific social
contexts. Theoretically, the study delineates the conditional boundaries of
electronic service quality mechanisms in cross-border e-commerce. Practically, it
provides actionable guidance for platforms to implement differentiated service
investments, segment-based operations, and precision communication strategies
aligned with distinct customer profiles.
Keywords: e-service quality, cross-border e-commerce platforms; brand image;
purchase intention

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목차 (Table of Contents)

< 목 차 >
Ⅰ. 서 론 - 1 -
1. 연구 배경 및 목적 - 1 -
1) 연구 배경 - 1 -

< 목 차 >
Ⅰ. 서 론 - 1 -
1. 연구 배경 및 목적 - 1 -
1) 연구 배경 - 1 -
2) 연구 목적 - 3 -
2. 연구 방법 및 혁신점 - 4 -
1) 연구 방법 - 4 -
2) 논문의 차별점 - 5 -
3. 연구 내용 - 6 -
Ⅱ. 선행연구 및 이론적 기초 - 8 -
1. 국경 간 전자상거래 플랫폼의 발전에 영향을 미치는 요인에 관한 연구 - 8 -
1) 국경 간 전자상거래 플랫폼의 정의 - 8 -
2) 국경 간 전자상거래 플랫폼의 발전에 영향을 미치는 요인들 - 9 -
2. 서비스 품질에 관한 선행연구 - 10 -
1) 서비스 품질 단계 - 10 -
2) 전자 서비스 품질에 관한 선행연구 - 14 -
3) 국경 간 전자상거래 플랫폼의 서비스 품질 - 17 -
3. 소비자 구매 의향에 관한 연구 개요 - 22 -
1) 소비자 구매 의향의 개념 - 22 -
2) 소비자 구매 의향에 영향을 미치는 요인 - 25 -
4. 브랜드 이미지에 관한 선행연구 - 28 -
Ⅲ. 연구 가설 및 연구 설계 - 31 -
1. 서비스 품질의 직접적 영향에 관한 연구 가설 - 31 -
1) 서비스 품질이 브랜드 이미지에 미치는 영향 - 31 -
2) 서비스 품질이 구매의도에 미치는 영향 - 39 -
2. 인구통계학적 특성에 따른 조절효과 가설 - 42 -
1) 성별의 조절 효과 - 42 -
2） 학력의 조절 효과 - 47 -
3）소득의 조절효과 - 52 -
4) 직업의 조절효과 - 56 -
3. 연구 설계 및 표본 설정 - 61 -
1) 연구대상 및 자료 수집 방법 - 61 -
2）설문지 구조 및 사전 조사 결과 요약 - 62 -
4. 주요 변수의 조작적 정의 및 측정 - 66 -
1) 서비스 품질의 조작적 정의 및 측정 - 68 -
2) 브랜드 이미지와 구매 의향의 조작적 정의 및 측정 - 70 -
3) 조절변수 - 71 -
4. 데이터 분석 방법론 - 72 -
1) 교차 분석 - 72 -
2) 다중회귀분석 - 74 -
5. 이론 단계 구축 - 78 -
Ⅳ. 실증 분석 결과와 가설 검증 - 82 -
1. 샘플 특성 및 기초 통계 분석 - 82 -
1) 표본의 인구통계학적 특성 - 82 -
2) 주요 변수에 대한 기술적 통계 - 84 -
2. 신뢰도 및 유효성 검증 - 85 -
3. 공분산 검증 - 89 -
4.교차분석 - 90 -
1) 성별 교차분석 - 90 -
2) 연령 교차분석 - 93 -
3) 학력 교차분석 - 96 -
4) 직업 상황 교차분석 - 98 -
5) 소득 상황 교차분석 - 102 -
6）월평균 소비 상황 교차 분석 - 103 -
7) 월별 국경 간 소비액 교차 분석 - 108 -
8) 국경 간 온라인 쇼핑 빈도 교차 분석 - 109 -
5. 가설 검증 - 112 -
1) 다변량 회귀 단계 검증 - 112 -
2) 조절효과 검증 - 116 -
3) 다중회귀분석과 조절효과의 비교 분석 - 141 -
6. 가설 검증 결과 요약 - 145 -
Ⅴ. 연구 결론 및 향후 과제 - 147 -
1. 연구의 주요 결론 - 147 -
2. 결론 해석 - 151 -
3.정책적실무적 제언 - 154 -
1) ‘이원화(Two-track)’ 서비스 전략 관리 실행 및 장기적 브랜드 자산과 단기적 전환 목표의 구분 - 154 -
2) 동태적 사용자 지각 그래프 구축 및 서비스 가치 제안의 정밀한 전달 실현 - 156 -
3) 서비스 제품화 및 모듈화 추진을 통한 이질적 가치 욕구 충족과 가치 현시 - 158 -
4) 고가치 및 잠재력 보유 집단 심층 관리와 깊은 신뢰에 기반한 ‘브랜드 해자’ 구축 - 160 -
5) 민첩한 서비스 모니터링 및 최적화 폐쇄 루프 구축을 통한 전략의 동태적 반복 개선 - 161 -
6) 탁월한 서비스의 서사화와 기능적 지지에서 브랜드 정신으로의 도약 완성 - 163 -
4. 연구 의의 - 165 -
1) 이론적 의의 - 165 -
2) 실무적 의의 - 166 -
3. 연구의 한계와 향후 연구 방향 - 167 -
1) 연구의 한계 - 167 -
2) 연구의 향후 방향 - 170 -
<표 목 차>
<표 1> 전자 서비스 품질의 차원 - 17 -
<표 2 >국경 간 전자상거래 플랫폼 서비스 품질 지표 체계 - 22 -
<표 3> Cronbach 신뢰도 분석 - 64 -
<표 4 > KMO와 Bartlett 검정 - 65 -
<표 5> AVE 및 CR 지표 결과 - 66 -
<표 6> 변수의 작동성 정의 - 67 -
<표 7> 서비스 품질 측정 항목 - 68 -
<표 8> 구매 의향 및 브랜드 이미지 측정 항목 - 71 -
<표 9 >기술적 분석 - 83 -
<표 10> 변수의 기술 통계 - 84 -
<표 11> KMO 및 Bartlett의 구형성 검정 - 85 -
<표 12> 총분산 설명표 - 86 -
<표 13> 요인 분석 결과 - 88 -
<표 14> 완전 상관성 검정(VIF) - 90 -
<표 15> 성별에 따른 주요 변수별 교차분석 결과 - 92 -
<표 16> 연령에 따른 주요 변수별 교차분석 결과 - 95 -
<표 17> 학력에 따른 주요 변수별 교차분석 결과 - 97 -
<표 18> 직업에 따른 주요 변수별 교차분석 결과 - 100 -
<표 19 >소득 상황의 교차 분석표 - 101 -
<표 20> 월평균 온라인 상품 소비액 교차분석 결과 - 106 -
<표 21> 월별 국경 간 소비 금액의 교차 분석 결과 - 107 -
<표 22> 연간 국경 간 온라인 쇼핑 빈도에 따른 주요 변수별 교차분석 결과 - 111 -
<표 23> 가상 변수 대응표 - 112 -
<표 24> 서비스 품질 차원의 브랜드 이미지 가설 검정 결과 - 114 -
<표 25> 서비스 품질 차원의 소비자 구매의도 영향 가설 검증 - 116 -
<표 26> 성별이 서비스 품질 차원과 브랜드 이미지 간 관계에서 갖는 조절효과 검증 결과 - 118 -
<표 27> 성별이 서비스 품질 차원과 구매의도 간 관계에서 갖는 조절효과 검증 결과 - 121 -
3.괄호 안의 값은 t-값이다. - 121 -
<표 28> 학력이 서비스 품질 차원과 브랜드 이미지 간 관계에서 갖는 조절효과 검증 결과 - 126 -
<표 29> 학력이 서비스 품질 차원과 구매의도 간 관계에서 갖는 조절효과 검증 결과 - 127 -
<표 30 >소득이 서비스 품질 차원과 브랜드 이미지 간 관계에서 갖는 조절효과 검증 결과 - 133 -
<표 31> 소득이 서비스 품질 차원과 구매의도 간 관계에서 갖는 조절효과 검증 결과 - 134 -
<표 32> 직업 상태가 서비스 품질 차원과 브랜드 이미지 간 관계에서 갖는 조절효과 검증 결과 - 139 -
<표 33> 직업 상태가 서비스 품질 차원과 구매의도 간 관계에서 갖는 조절효과 검증 결과 - 140 -
<표 34> 가정 결과 요약 - 146 -
<그림 목차>
<그림 1> 단계 도표 .......................................................................................................-60-
국 문 초 록
국경 간 전자상거래 플랫폼에서 서비스 품질이 브랜드 이미지와 구매 의향에 미치는 영향에 관한 연구
전 세계적인 디지털 경제 통합과 국경 간 전자상거래의 급속한 발전이라는 배경하에 국경 간 전자상거래 플랫폼의 경쟁 중심축은 ‘제품-가격’에서 전자 서비스 품질을 핵심으로 하는 종합적인 경험으로 점차 이동하고 있다. 본 연구는 전자 서비스 품질(E-SERVQUAL) 이론적 프레임워크를 기반으로 유형성(TA), 신뢰성(RL), 응답성(TP), 확신성(AS) 및 공감성(EM)의 다섯 가지 차원에서 국경 간 전자상거래 플랫폼의 서비스 품질이 브랜드 이미지(BI)와 소비자 구매의향(COPI)에 미치는 영향을 체계적으로 검증하였다. 아울러 성별, 학력, 소득 및 직업 상황이 상기 영향 경로에서 수행하는 조절효과를 심층적으로 고찰하였다. 연구 방법으로는 설문조사법을 채택하여 495부의 유효 표본을 확보하였으며 SPSS 28과 PROCESS 프로그램을 활용하여 신뢰도 및 타당도 검증, 탐색적 요인분석, 다중회귀분석 및 조절효과 검증 등의 실증분석을 수행함으로써 연구 결론의 통계적 견고성과 설명의 유효성을 확보하였다. 분석 결과 브랜드 이미지(BI) 형성 경로에서는 신뢰성(RL), 응답성(TP), 확신성(AS) 및 유형성(TA)이 핵심적인 동인으로 작용하였으나 공감성(EM)의 전체적인 효과는 유의한 수준에 도달하지 못하였다. 반면 구매의향(COPI) 형성 경로에서는 유형성(TA), 응답성(TP), 확신성(AS) 및 공감성(EM)이 구매의향에 대해 직접적이고 유의한 촉진 효과를 나타낸 데 비해 신뢰성(RL)의 직접 효과는 상대적으로 뚜렷하지 않은 것으로 나타났다. 추가적인 조절효과 검증 결과 성별, 학력, 소득 및 직업 상황은 서로 다른 서비스 품질 차원이 브랜드 이미지(BI)와 구매의향(COPI)에 미치는 영향력의 강도와 방향을 유의하게 변화시키는 것으로 확인되었다. 남성 소비자는 브랜드 신뢰 구축에 있어 신뢰성(RL)과 확신성(AS)에 더 의존하는 경향을 보인 반면 여성 소비자는 공감성(EM)이 주도하는 브랜드 감성 반응에 더 적극적이었으며 구매 의사결정 과정에서 신뢰성(RL)과 응답성(TP)이 보장하는 거래 안전을 더욱 중시하였다. 학력의 조절효과는 현저한 ‘석사 주도’ 효과를 나타냈는데 해당 집단은 서비스 품질의 전방위적 향상에 대해 가장 민감하게 반응하였다. 소득은 주로 ‘가치 필터’로서의 역할을 수행하였으며 중위소득 계층은 여러 차원에서 ‘타산적 신중함’ 심리를 보여 부(-)의 조절효과를 유발하였다. 직업 상황의 조절효과는 ‘부(-)의 방향 주도’로 나타났는데 재직 집단(전업, 파트타임 등)은 더 높은 이성적 기대치로 인해 기초 서비스 품질 개선에 대한 한계효용 인식이 현저히 낮아진 것으로 분석되었다. 이러한 결론은 서비스 품질의 가치 실현이 균질화된 과정이 아니라 소비자의 구체적인 사회적 상황에 깊이 배태되어 있음을 시사한다. 본 연구는 이론적 차원에서 국경 간 전자상거래 상황하의 전자 서비스 품질 작용 기제의 조건부 경계를 규명하였으며 실무적 차원에서는 플랫폼이 차별화된 서비스 투입, 고객 특성에 기반한 정교한 운영 및 정밀한 커뮤니케이션을 실행하는 데 있어 실행 가능한 전략적 근거를 제공하였다.
핵심어: 전자 서비스 품질, 국경 간 전자상거래 플랫폼, 브랜드 이미지, 구매의향
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