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- 저자 : 蒋宝智 ( Baozhi Jiang ) (검색결과 1 건)
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蒋宝智 ( Baozhi Jiang ),李英淑 ( Youngsook Lee ) 인문사회 21 2023 인문사회 21 Vol.14 No.1
硏究目的:从消费者角度深入分析中国游客在线时尚购物商城用户作为时尚购物商城SVC质量的产品评论类型调控效果。即, 对于时尚购物中心的产品评论, 中国网络消费者重视哪些部分, 以及由此带来的购物中心的满意度的影响关系如何, 以及该购物中心的产品评论对再购买意图产生何种程度的影响将客观地查明。 硏究方法:本文使用理论(UTAUT2)为理论背景。采用IBMSPSS25.0对数据进行了因子分析、相关分析、多元回归分析、层次回归分析等方法, 对333名中国游客进行网上购买时尚商品的应用数据分析。 硏究內容:本研究以中国游客为中心, 从网上购物中心的角度分析了网上商城的服务质量和满意度、回购意向之间的关系, 并研究了评论作为调节变数对满意度和回购意向之间的关系。 結論提言:从中国游客的立场来看, 服务质量的热闹性、可靠性、便利性、互动性等对中国游客的顾客满意度和回购意向产生了积极的影响。以这些结果为基础, 为网上时尚购物中心, 提高对网上产品评论的影响和对接受网上评论的深入理解, 有助于今后服装企业制定有效管理网上评论信息的战略。另外, 在线审查中的负面评论对回购意向也产生了很大的影响。企业有必要对顾客的评论采取更加慎重的态度分析内容, 将其引入营销战略并用于改善服务质量。 This study analyzed the relationship between service quality, satisfaction, and repurchase intention of online shopping malls in terms of online review, focusing on online shopping malls. The extended unified theory of acceptance use of technology (UTAUT2) were applied as the theoretical background of this lodging application study. The data collected from 333 Chinese tourists using lodging applications were analyzed through factor analysis, correlation analysis, multiple regression analysis and hierarchical regression analysis. According to the results, it was found that the buzziness, reliability, convenience, and interaction of service quality had a positive effect on customer satisfaction and repurchase intention from the perspective of Chinese tourists. In addition, negative reviews among online reviews had a great influence on repurchase intentions. Companies need to take a more cautious approach to customer reviews, introduce them into marketing strategies, and use them to improve service quality.
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