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중국 타오바오 앱 품질과 감성 가치가 타오바오(淘宝)에 대한 소비자 만족도와 사용의도에 미치는 영향
용해명(HAI-MING LONG),남인용(Inyong Nam) 한국인터넷전자상거래학회 2021 인터넷전자상거래연구 Vol.21 No.5
This study focuses on the Stimulus-Organism-Response Model to find out how it affects quality, positive emotional value, satisfaction, and usability of Taobao apps. The data collection was conducted online through the Wenjuanxing (问卷星) Survey from May 5 to June 5 2021, and the final 310 copies were used for analysis. Summarizing the results of the analysis is as follows. First, Taobao app quality had a significant impact on user satisfaction. Taobao app quality was not significant on user intention. Emotional value had a significant impact on user satisfaction. Emotional value had a significant impact on user intention. The implications of this study are that it is most important for consumers to increase their positive satisfaction and willingness to use Taobao apps, which should be considered when developing and managing shopping apps.