모바일커머스 환경에서 서비스품질과 사이트 특성이 신뢰 및 재이용의도에 미치는 영향 연구 : 한·중 비교 = A comparative study on the effects of service quality and site features on trust and reusing intention under the mobile commerce environment between Korea and China

다국어 초록 (Multilingual Abstract)

The development of mobile shopping is showing rapid progress both in Korea and China, focusing on smart phone, along with the popularity of mobile devices and other feasible retrieval environment. Mobile shopping industry has quite high possibility of continuous development both in Korea and China.
The purpose of this paper is to figure out the variables affecting trust to mobile commerce and their key components. Also, this study confirms the differences between Korea and China with regards to how the variables mediate the reusing intention. The factors having effects on trust were classified by service quality and site features in the previous researches. The service quality was subdivided into information search service quality, safety security, and customized service quality. In addition, the site features were reclassified into information provision and interactivity. The hypotheses about the effects showed by the five variables on trust, and the mediating effects of trust on the reusing intention, as well as the comparative analysis between Korea and China were assumed. The analyzed results showed that the effect of the five factors is 77.3% on trust performed by Korean users of mobile commerce, and their reusing intention is 58.3%. Among which, safety security, information provision and interactivity showed significant effect on trust. These results were similar to that of Chinese. The information search SQ, safety security, customized SQ, and interactivity showed the effect of 49.2% on trust, and the trust indicated 40.7% influence on the reusing intention. For the Chinese consumers of mobile commerce, the numerical results showed that only interactivity had significant effect on trust.
The comparative results between equivalent restriction model and free model showed the selection of invariance of path coefficient by the insert of each survey for analyzing the differences between Korean group and Chinese group. According to the results, there is no difference between the process of realizing reusing intention between Korean and Chinese group. The above results can provide strategic implication to the enterprises related with mobile shopping, such as the Korean enterprises entering Chinese markets or the Chinese enterprises planning to expand their market to Korea.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 연구의 배경 및 목적 1
• 제 2 절 연구방법 및 논문의 체계 2
• 제 2 장 이론적 배경 및 선행연구 4
• 제 1 절 모바일 커머스의 개념 4
• 제 2 절 모바일 커머스의 현황 6
• 제 3 절 모바일 커머스의 서비스품질 9
• 제 4 절 모바일 커머스의 사이트특성 12
• 제 5 절 모바일 커머스에 대한 신뢰 14
• 제 6 절 모바일 커머스에 대한 재이용의도 15
• 제 3 장 연구방법론 16
• 제 1 절 연구가설의 설정 16
• 1. 1 기저모형가설 16
• 1. 2 집단비교가설 18
• 제 2 절 연구모형 19
• 제 3 절 변수의 개념적 정의와 조작적 정의 20
• 3. 1 정보탐색SQ 21
• 3. 2 안전보안SQ 21
• 3. 3 맞춤형SQ 21
• 3. 4 정보제공성 22
• 3. 5 상호작용성 22
• 3. 6 신뢰 22
• 3. 7 재이용의도 23
• 제 4 절 자료수집 및 표본특성 23
• 4. 1 자료수집 23
• 4. 2 표본특성 24
• 제 5 절 개념의 신뢰성과 타당성 분석 27
• 5. 1 신뢰성 분석 27
• 5. 2 타당성 분석 28
• 제 6 절 가설검정 29
• 6. 1 측정모형의 분석 29
• 6. 2 구조모형의 분석 33
• 6. 2. 1 한국집단 33
• 6. 2. 2 중국집단 37
• 6. 2. 3 한·중 집단간 비교 : 다중집단분석 40
• 제 4 장 결 론 44
• 제 1 절 연구의 요약 및 함의 44
• 제 2 절 연구의 한계 및 향후 연구과제 46
• 참고문헌 47
• Abstract 55
• 부록 57
• 부록1: 설문지(한국) 57
• 부록2: 설문지(중국) 64