인터넷 상거래에서 웹 서비스 품질의 효과에 관한 연구 = A Study on the Effect of Web Service Quality on Internet Commerce Transactions

다국어 초록 (Multilingual Abstract)

This paper proposes 2 problems of Internet Marketing. Firstly, nowadays many people are aware of Web Service and the services that are available in cyberspace. However they are not fully aware of the concepts and range of Web Services. Secondly, most of the research of Internet Marketing focuses on the service quality of cyber shopping using SERVQUAL in relationship to service quality of shopping malls. Therefore they have a lot of limitations because they do not understand all the media characteristics of Internet. Basically the Internet has service parts and also has characteristics of new advertising. But many research papers do not consider these respects. The purpose of this paper is to study of the effects of Web Service Quality on Internet Commerce Transactions. To accomplish the purpose of this paper effectively, theoretical background of web services was reviewed briefly. We defined Web Services and categorized them. We found that the components of Web Service Quality are Information Providing Service Quality and Advertising Service Quality. Factor analysis is conducted according to the dimensions of each component. We conducted Path analysis how these components affect buyers` attitude and buyers` attitude affect revisit intentions and buyer intentions. The results show that strategies of cyber brand construction are better than strategies of selling to web surfers. The strategies of cyber brand construction are related to buying in that customers increase their visits to the entrepreneur`s Web site and this increases the loyalty to that site therefore this is related to buying habits.