환자가 인지하는 의료서비스 질이 지각하는 가치와 만족도 및 재이용 의도에 미치는 영향 -전문병원과 일반병원을 중심으로-

지경자 ( Kyung Ja Ji ),박천만 ( Chun Man Park ),이종렬 ( Jong Ryol Lee ) 대한보건협회 2011 대한보건연구 Vol.37 No.2

Objectives: This study aims to analyze the effect of quality of health care on perceived value, patient satisfaction and revisit intention. Especially, it was focused on outdoor environment, admission procedure, hospital image, service quality of physicians that patients perceived. Methods: Both inpatients and outpatients were selected from one specialty hospitals and one general hospitals in D city. Questionnaire survey was employed to collect data from the subjects. Results: 1. Specialty Hospitals. For inpatients, hospital image and service quality of medical technicians have an effect on perceived value. Service quality of physicians has an effect on the patient satisfaction. For outpatients, hospital image and service quality of physicians and medical technicians have an effect on perceived value. Outdoor environment, hospital image, service quality of physicians and medical technicians, and perceived value have an effect on patient satisfaction. Perceived value and patient satisfaction have an effect on revisit intention. 2. General Hospitals. For inpatients, hospital image has an effect on the perceived effect. Service quality of medical technicians has an effect on the patient satisfaction. Perceived value and patient satisfaction have an effect on the revisit intention. For outpatients, hospital image and service quality of physicians and medical technicians have an effect on the perceived value. Outdoor environment, service quality of physicians, and perceived value have an effect on the patient satisfaction. Admission procedure, hospital image, service quality of physicians, perceived value, and patient satisfaction have an effect on revisit intention. Conclusion: Thus, this study indicates that the each medical institution have a different influence on the revisit intention by perceived value and patient satisfaction that medical customers feel after they underwent the medical service. It is necessary for medical institutions to develop friendly health service manual that represents specific guidelines of service behaviors in terms of patient-oriented health care service. Specialty hospitals are expected to have an enhanced quality on their specialized health care service. They should evaluate customer satisfaction on their services and analyze various factors that affect on it to improve specialty hospitals. Government also should offer small and middle-sized hospitals basic conditions to increase their self-care capability as high quality of specialty hospitals.

The Mediating Effect of Perceived Service Risk on Perceived Value of Internet Apparel Shopping: From the Quality-Risk-Value Approach

Jihyun Kim,Mary Lynn Damhorst 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.4

The significance of service quality of an Internet retailer and consumers’ risk perceptions in Internet shopping have received much investigation. However, little research effort has been paid to examine the dynamics of consumer behavior in Internet shopping from a value perception approach, which accounts for service quality, sacrifice, and risk as precursors. Groth (1995) asserts that perceived value and perceived risk are both pertinent factors in purchase and consumption decisions. Consumers evaluate risk involved in shopping activities as well as service quality and sacrifice to determine the overall value derived from shopping from the retailer (Groth 1995). Therefore, the purpose of this study was to develop insights into the interrelationships among perceived serve quality, perceived service sacrifices, perceived service risks of an Internet retailer, and perceived value of Internet shopping with the retailer. A total of 532 female students were recruited from two large, Midwestern universities, and 361 U.S. female college students provided usable responses to this experiment study. As experiment stimuli, two mock Internet apparel retail web sites (higher vs. lower service quality), were created to closely mimic “real” apparel retailer sites using Microsoft® FrontPage® and Macromedia® Dreamweaver® using the elements identified from focus group interview results. Participants were first asked about their previous Internet shopping experience and the expenditure on the clothing items purchased via the Internet. The second part of the questionnaire contained measures of four research constructs. We used descriptive statistics, t-tests, and structural equation modeling to test research hypotheses and the proposed model. An initial pilot test was conducted with eight female college students to examine the clarity and appropriateness of wording of the questionnaire. The second pilot test of the experimental treatments of levels of service quality was conducted. This between-subject manipulation check revealed that the higher service quality site had a significantly higher mean score for perceived quality (6.46) than did the lower service quality site (4.33) on a 7-point Likert scale (t=4.38, p<.01). Most participants were between 18 and 23 years old (96.7%) with a mean age of 20.8 years, and White or European American (84.8%). Majors varied; however, about three-quarters of the participants (75.9%) were majoring in merchandising and apparel related fields. About three-quarters of the participants were seniors or juniors (75.1%). Participants reported they had varied levels of previous Internet apparel shopping experience. T-test showed no significant differences between the two geographic groups in (1) participants’ demographic characteristics and previous Internet shopping experiences, and (2) their responses on research variables. Therefore, the entire sample was analyzed as a whole. We assessed the dimensionality of the measurement scales of research constructs using factor analysis. Exploratory factor analysis using principal components and varimax rotation was conducted to determine whether multiple indicators for each research variable comprised one factor dimension. A manipulation of the Internet retailer’s service quality level had significant treatment effects on all research variables - perceived service quality of an Internet retailer, perceived service sacrifice of apparel shopping with the Internet retailer, perceived service risk of apparel shopping with the Internet retailer, and perceived value of apparel shopping with the Internet retailer - using a two-tailed test (p<.01). For hypotheses testing, we employed structural equation modeling (SEM) analyses. SEM analyses revealed that both perceived service quality and perceived service sacrifice had significant impacts on consumer perception of service risk of shopping at an Internet retailer. In turn, perceived service risk negatively influenc...

로봇카페의 지각된 품질과 지각된 위험이 사용의도에 미치는 영향에 관한 연구: 소비자 혁신성을 조절변수로

고유미,이인재 한국호텔외식관광경영학회 2022 호텔경영학연구 Vol.31 No.5

본 연구는 로봇카페의 사용 경험이 있는 소비자를 대상으로 지각된 품질과 지각된 위험이 사용의 도에 영향을 미치고 있는지에 대하여 실증적으로 분석 하고자 하였다. 또한, 지각된 품질과 지각된 위험이 사용의도에 미치는 영향에 있어 소비자 혁신성이 조절적 역할을 하고 있는지를 검증하고자 하는 설문조사연 구이다. 선행연구를 바탕으로 지각된 품질의 하위요인을 제품 품질, 시스템 품질으로 구분하였고, 지각된 품질과 지각된 위험이 사용의도에 미치는 영향 관계를 검증하고자 하였다. 자료의 분석은 SPSS 25.0프로그 램을 사용해 빈도분석과 탐색적 요인분석을 실시하였고, 변수들 간에 미치는 영향을 파악하고자 회귀분석과 변수간의 관계에서 소비자 혁신성의 조절효과를 파악하기 위해 위계적 회귀분석을 실시하였다. 실증분석 결과는 다음과 같다. 첫째, 지각된 품질은 사용의도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 로봇카 페의 지각된 위험은 사용의도에 부(-)의 영향을 미쳤다. 셋째, 로봇카페의 지각된 품질 및 지각된 위험과 사용의도 간의 관계에서 소비자 혁신성은 조절변수로서 유의미한 조절효과를 보였다. 본 연구의 의의는 비대면 서비스인 로봇카페의 지각된 품질을 제품 품질과 시스템 품질로 구분하여 연구를 검증하였다는 점과 지각된 품질과 지각된 위험 그리고 사용의도 사이에서 소비자의 혁신성의 영향력을 제시한 점에 있다. 결과 적으로 새로운 제품이나 서비스에 대한 혁신성 수준이 높은 소비자들은 자신에게 익숙하지 않은 신제품과 기술에도 적극적이며, 즐거움을 통해 기술수용이 쉽게 이루어지는 것으로 나타났다. 본 연구에서는 소비자 혁신성의 수준이 다른 소비자를 대상으로 한 차별화된 전략의 필요성이 확인되었으며, 이를 통해 커피산업 분야의 대표적 비대면 서비스인 로봇카페의 실질적인 운영에 기여할 수 있을 것으로 보인다. This study empirically analyzes whether the perceived quality and perceived risk of the robot cafe has an effect on the intention to use. In addition, it was tested if consumer innovativeness plays a moderating effect on the effect of perceived quality and perceived risk on intention to use. Based on previous studies, sub-factors of perceived quality were classified into product quality and system quality factors, and the rela- tionship between perceived quality and perceived risk on the intention to use was to be verified. For the analysis, a survey was conducted with consumers who have experience using a robot cafe. For data analysis, frequency analysis and exploratory factor analysis were performed using SPSS 25. A regression analysis was performed to determine the effect between the variables. Regression analysis was performed to analyze the effect between variables, and hierarchical regression analysis was performed to analyze the moderating effect of consumer innovativeness in the relationship between variables. The results of the empirical analysis are as follows. First, the perceived quality of the automated robot cafe was found to have a positive effect on the intention to use. Second, the perceived risk of the automated robot cafe had a negative effect on the intention to use. Finally, in the relationship between the perceived risk and intention to use the automated robot cafe, consumer innovativeness showed a significant moderating effect as a moderating variable. This study is significant in that the research was verified by dividing the perceived quality of robot cafes into product quality and system quality. It is also meaningful to present the impact of consumer innovation be- tween perceived quality, perceived risk, and intended use. As a result, consumers with a high level of in- novativeness in new product or service are active in new product and technology that are not familiar to them, and technology is easily accepted through pleasure. In this study, the need for a differentiated strategy for consumers with different levels of consumer innovativeness was confirmed, and this strategy is expected to contribute to the practical operation of the robot cafe, a representative non-face-to-face service in the coffee industry.

지각된 품질요인이 고객충성도에 미치는 영향 : PB와 NB간의 차이분석

예종석(Ye Jong-Suk),전소연(Jun So-Yon) 한국유통학회 2010 流通硏究 Vol.15 No.2

소비자의 구매 행위가 합리적이고 실용적인 방향으로 변화하는데 힘입어 할인점업계는 급속한 외형적인 성장과 함께 경쟁도 치열하다. 따라서 업계는 그 해결책으로 차별화와 수익성을 동시에 실현 시킬 수 있는 유통업체 브랜드(PB: Private Brand) 개발에 사활을 걸고 있다. 또한 치열한 경쟁 환경 하에서 생존하기 위해서는 고객만족을 넘어서 고객충성도를 높이는 것이 효과적인 방법임이 밝혀짐에 따라 PB가 고객충성도를 제고시키기 위한 전략적인 도구로 사용되고 있다. PB 이용 고객의 충성도를 높이려면 우선 고객집단의 특성을 파악해서 소비자가 지각하는 품질수준을 우선적으로 맞춰줘야 고객만족과 고객신뢰를 얻을 수 있고 결과적으로 고객충성도로 유도할 수 있다. 이에 본 연구는 지각된 품질에 영향을 미치는 선행요인과 고객충성도에 영향을 미치는 변수들 간의 관계에 대한 체계적인 분석결과를 제시하기 위해 선행연구에서 검증된 인과관계를 기반으로 연구모형과 연구가설을 설정했고, 주요 연구결과는 다음과 같다. 기업명성, 브랜드명성, 제품경험, 브랜드친숙도가 높을수록 지각된 품질이 높아지고, 지각된 품질이 높을수록 고객만족, 고객신뢰, 고객충성도가 높아지며, 고객만족과 고객신뢰가 높을수록 고객충성도가 높아지는 것으로 조사되었다. 또한 기업명성이 지각된 품질에 미치는 영향력은 PB가 NB보다 높게 나타난 반면 브랜드명성과 브랜드친숙도가 지각된 품질에 미치는 영향력은 NB가 PB보다 높게 나타났다. 이러한 실증분석 결과는 지각된 품질에 영향을 미치는 선행요인과 결과요인에 대한 보다 명확한 이해를 바탕으로 실무자가 마케팅 활동을 하는데 유용하게 활용할 수 있을 것이다. Introduction As consumers' purchase behavior change into a rational and practical direction, the discount store industry came to have keen competition along with rapid external growth. Therefore as a solution, distribution businesses are concentrating on developing PB(Private Brand) which can realize differentiation and profitability at the same time. And as improvement in customer loyalty beyond customer satisfaction is effective in surviving in an environment with keen competition, PB is being used as a strategic tool to improve customer loyalty. To improve loyalty among PB users, it is necessary to develop PB by examining properties of a customer group, first of all, quality level perceived by consumers should be met to obtain customer satisfaction and customer trust and consequently induce customer loyalty. To provide results of systematic analysis on relations between antecedents influenced perceived quality and variables affecting customer loyalty, this study proposed a research model based on causal relations verified in prior researches and set 16 hypotheses about relations among 9 theoretical variables. Data was collected from 400 adult customers residing in Seoul and the Metropolitan area and using large scale discount stores, among them, 375 copies were analyzed using SPSS 15.0 and Amos 7.0. The findings of the present study followed as; We ascertained that the higher company reputation, brand reputation, product experience and brand familiarity, the higher perceived quality. The study also examined the higher perceived quality, the higher customer satisfaction, customer trust and customer loyalty. The findings showed that the higher customer satisfaction and customer trust, the higher customer loyalty. As for moderating effects between PB and NB in terms of influences of perceived quality factors on perceived quality, we can ascertain that PB was higher than NB in the influences of company reputation on perceived quality while NB was higher than PB in the influences of brand reputation and brand familiarity on perceived quality. These results of empirical analysis will be useful for those concerned to do marketing activities based on a clearer understanding of antecedents and consecutive factors influenced perceived quality. At last, discussions about academical and managerial implications in these results, we suggested the limitations of this study and the future research directions. Research Model and Hypotheses Test After analyzing if antecedent variables having influence on perceived quality shows any difference between PB and NB in terms of their influences on them, the relation between variables that have influence on customer loyalty was determined as Figure 1. 〈그림 삽입〉 We established 16 hypotheses to test and hypotheses are as follows; H1-1: Perceived price has a positive effect on perceived quality. H1-2: It is expected that PB and NB would have different influence in terms of perceived price on perceived quality. H2-1: Company reputation has a positive effect on perceived quality. H2-2: It is expected that PB and NB would have different influence in terms of company reputation on perceived quality. H3-1: Brand reputation has a positive effect on perceived quality. H3-2: It is expected that PB and NB would have different influence in terms of brand reputation on perceived quality. H4-1: Product experience has a positive effect on perceived quality. H4-2: It is expected that PB and NB would have different influence in terms of product experience on perceived quality. H5-1: Brand familiarity has a positive effect on perceived quality. H5-2: It is expected that PB and NB would have different influence in terms of brand familiarity on perceived quality. H6: Perceived quality has a positive effect on customer satisfaction. H7: Perceived quality has a positive effect on customer trust. H8: Perceived quality has a p

The Effect of SNS Quality Factors on Perceived Value and Consumer Purchase Intention in the Food Service Industry Culture

손미정,신상윤 한국문화산업학회 2022 문화산업연구 Vol.22 No.4

This study intends to study the impact of SNS quality factors of food service industry Culture on perceived value and purchase Intention fromthe perspectives of both consumers and companies in the food service industry Culture, as well as how perceived value factors effect purchase Intention. Data for the survey was collected from general consumers that utilize the SNS of food service companies through questionnaires, and analysis of the data was performed via SPSS and AMOS software. Based on previous studies, the SNS quality factors of food service companies were classified as information quality, system quality, and service quality. The research model was set based on the effect perceived value towards food service companies had on a consumer’s purchase Intention. Results of the study revealed that information quality and service quality had positive effects on perceived value, that systemquality had a positive effect on purchase Intention, and that perceived value had a positive effect on purchase Intention. In other words, it was found that the quality factors of information and service affected behavior intention of consumers through their impact on perceived value, and that systemquality affected behavior intention of consumers directly. The results of this study confirmed the importance of SNS quality factors in the food service companies. It was confirmed that accuracy, diversity, and timeliness of information, as well as the quality of generic and special services provided by food service companies on their SNS was crucial in order to increase perceived value of consumers. Furthermore, it was observed that the quality of data processing systems and management of software were key factors in increasing consumer purchase Intention. It is anticipated that the results of this study will aid in the development of SNS programs and increase the quality of the food service industry Culture.

대학 전산회계교육용 소프트웨어의 품질요인이 사용자만족도와 충성도에 미치는 영향:성별 조절효과를 중심으로

신건권,손성진 한국회계정보학회 2012 회계정보연구 Vol.30 No.1

This study investigates effects of perceived design and interactivity quality(perceived user control, perceived response speed) on user satisfaction and loyalty, with university software for computerized accounting education as basic source of analysis. Then the study also investigates whether there is moderating effect of gender in overall structural relationship between quality factors of software, user satisfaction and loyalty. Finally, it investigated the difference of preception between male and female users using separate sample analysis. Data for analysis were collected by questionnaire method, and statistical data analysis was applied to 208 valid questionnaire sheets. As for hypothesis-testing, SPSS, AMOS, SEM, and MSEM were employed. Results of the study are summarized as follows: First, perceived design quality as for university software for computerized accounting education had a positive effect on user satisfaction. Second, perceived user control, as part of perceived interactivity quality, had a positive effect on user satisfaction. Third, perceived response speed as part of perceived interactivity quality had a positive effect on user satisfaction. Fourth, user satisfaction as to university software for computerized accounting education had a positive effect on user loyalty. Finally, it was found there exists a moderating effect of gender between quality factor, user satisfaction and loyalty as to the use of software for university computerized accounting education. As a result of separate sample analysis, it was also found that male students put more emphasis on response speed while female students put more emphasis on user control as for interactivity quality. As a result of this study, it is suggested that investigation of extraneous variables which help to improve user satisfaction and loyalty as for the application of computerized accounting education will contribute to university education and accounting practice. 본 연구는 대학의 전산회계교육용 소프트웨어를 대상으로 하여 품질요인(지각된 디자인과 상호작용성품질)이 사용자만족도와 충성도에 미치는 영향을 규명하였다. 4년제 대학에서 전산회계 교과목을 수강하는 학생들을 대상으로 설문지를 배포하였으며, 최종 유효 설문지는 208매이었다. 수집된 자료에 의한 신뢰성․타당성분석과 가설검증을 수행하기 위해서 SPSS와 AMOS 구조방정식모형(Structural Equation Model: SEM)을 이용하였다. 연구결과를 요약하면 다음과 같다. 첫째, 대학의 전산회계교육용 소프트웨어에 대한 지각된 디자인품질(Perceived Design Quality)은 사용자만족도에 정의 유의한 영향을 미쳤다. 둘째, 대학의 전산회계교육용 소프트웨어에 대한 지각된 상호작용성품질 중에서 지각된 사용자통제성(Perceived User Control)은 사용자만족도에 정의 유의한 영향을 미쳤다. 셋째, 대학의 전산회계교육용 소프트웨어에 대한 지각된 상호작용성품질 중에서 지각된 반응속도(Perceived Response Time)는 사용자만족도에 정의 유의한 영향을 미쳤다. 넷째, 대학의 전산회계교육용 소프트웨어에 대한 사용자만족도는 사용자충성도에 정의 유의한 영향을 미쳤다. 마지막으로, 성별집단(gender group)의 차이에 따라 대학의 전산회계교육용 소프트웨어에 대한 품질요인과 사용자만족도 및 충성도 간의 관계에 조절효과(moderating effect)가 있는 것으로 나타났다. 또한 개별 표본분석을 수행한 결과, 남학생들은 상호작용성품질 중에서 반응속도를 중요시하는 반면 여학생들은 남학생들보다 디자인품질과 상호작용성품질 중에서 사용자통제성을 중요하게 생각하고 있는 것으로 나타났다. 본 연구의 결과는 우리나라 4년제 대학의 전산회계 실무교육의 개선과 전산회계 소프트웨어 개발업체에게 사용자들의 만족도와 충성도 결정요인을 파악하여 제공함으로써 프로그램 개발과 개선에 유용한 기초자료를 제공할 수 있을 것이다.

체험경제(4Es) 관점에 따른 축제체험, 지각된 품질, 지각된 가치, 그리고 정서적 몰입 간 영향관계 규명

윤설민(Yoon Seol Min),이충기(Lee Choong Ki) 대한관광경영학회 2017 觀光硏究 Vol.32 No.5

지역축제에 대한 차별화의 중요성 때문에 축제체험은 매우 중요하게 되었다. 본 연구는 축제 방문객의 행동을 이해하기 위해 축제체험, 지각된 품질, 지각된 가치, 그리고 정서적 몰입 간 영향관계를 규명하는 데 있다. 이러한 목적을 달성하기 위해 선행연구를 토대로 연구모형을 개발하고, 구성개념 간 영향관계를 규명하기 위해 7개의 가설을 도출하였다. 본 연구에서는 ‘서울빛초롱축제’ 방문객을 대상으로 설문조사를 실시하였으며, 수집된 데이터를 토대로 구조방정식모델링 분석을 실시하였다. 본 연구의 실증적 분석결과를 요약하면 다음과 같다. 첫째, 체험경제 중 교육체험과 심미체험은 지각된 품질에 긍정적인 영향을 미치고, 심미체험이 교육체험보다 지각된 품질을 설명하는 데 더 강한 영향을 미치는 것으로 나타났다. 둘째, 지각된 품질은 지각된 가치에 긍정적으로 영향을 미치고, 이후 지각된 가치는 정서적 몰입에 긍정적 영향을 미치는 것으로 나타났다. 또한 지각된 품질은 정서적 몰입에 긍정적인 영향을 미치는 것으로 나타났다. 특히 지각된 품질은 지각된 가치보다 정서적 몰입을 설명함에 있어서 더 중요한 변수로 확인되었다. 본 연구의 분석결과는 서울빛초롱축제에서 심미적, 교육적 요인들과 같은 축제체험이 지각된 품질, 지각된 가치, 그리고 정서적 몰입을 강화시키는 중요한 구성개념이라는 것을 제안한다. 이러한 분석결과를 토대로 결론에서 시사점을 제시하였다. As the differentiation of local festival is significant, the festival experience is getting more and more important. To understand behaviour of festival visitors this study aims to examine the relationships among festival experience, perceived quality, perceived value, and affective commitment. To accomplish the objective of this study, a research model including seven hypotheses was developed based on the experience economy theory and previous studies. To this end an onsite survey was conducted for visitors to attend the 2016 Seoul Lantern Festival and the collected data were used to estimate structural equation modeling. The results of this study are summarized as follows. First, education experience and esthetic experience of experience economy had positive effects on perceived quality, and esthetic experience was stronger than education experience in influencing perceived quality. Second, perceived quality appeared to be positively related to perceived value, which, in turn, influenced positively affective commitment. Also, perceived quality was found to have a positive significant effect on affective commitment. Particularly, perceived quality was found to be more important variable than perceived value in explaining affective commitment. The findings of this study suggest that festival experiences such as esthetic and educational factors are important in strengthening perceived quality, perceived value, and affective commitment in the Seoul Lantern Festival. Based on the findings, implications were presented in the conclusion section.

대학 모바일러닝에서 학습자의 지각된 유용성 및 학습만족도와 관련 요인들 간의 구조적 관계 분석

이종연,김주리 한국교육개발원 2013 한국교육 Vol.40 No.1

This study was designed to identify factors affecting perceived usefulness and learner satisfaction and to examine their relationships in mobile learning geared to e-learning in universities. Based on previous studies, this study set up a structural model that included mobile learning quality factors (system quality, information quality and service quality), students’ perceived usefulness, and learner satisfaction as endogenous variables, and students’ self-efficacy in mobile learning as an exogenous variable. The subjects were 900 students who registered in the first semester of 2012 for mobile learning courses offered by a private university located in Seoul. The results indicated that the students’ self-efficacy in mobile learning affected system quality, information quality and service quality, which were the factors subordinate to mobile learning quality. In addition, the results also proved that students’ self-efficacy directly affected the perceived usefulness and learner satisfaction, without using quality factors as parameters. Moreover, system quality and information quality were shown to affect perceived usefulness and learner satisfaction, but service quality affected neither perceived usefulness nor learner satisfaction. The students’ self-efficacy in mobile learning was found to indirectly affect both perceived usefulness and learner satisfaction when system quality and information quality were used as parameters. Finally, this study addresses the importance of enhancing the level of students' self-efficacy, system quality and information quality to improve their perceived usefulness and learner satisfaction toward mobile learning in universities. 본 연구는 대학 모바일러닝 환경에서 지각된 유용성 및 학습만족도에 영향을 미치는 요인들과 요인들 간의 관계를 규명하고자 실시되었다. 우선 선행연구에 입각하여, 모바일러닝 품질요인(시스템 품질, 정보 품질, 서비스 품질), 지각된 유용성, 학습만족도를 내생변인으로, 자기효능감을 외생변인으로 하는 구조방정식을 상정하였다. 연구 대상은 서울 소재 K대학에서 2012년 1학기에 개설된 모바일러닝 강좌를 수강한 학생 900명이었다. 한 학기 수업을 마친 후 수집한 설문 데이터를 분석한 결과, 모바일러닝에 대한 자기효능감이 모바일러닝 품질 하위 요인인 시스템 품질, 정보 품질, 서비스 품질에 유의한 영향을 미치는 것으로 나타났으며, 품질요인의 매개 없이도 지각된 유용성 및 학습만족도에 직접적인 영향을 미치는 것으로 나타났다. 시스템 품질, 정보 품질은 지각된 유용성과 학습만족도에 각각 유의한 영향을 미쳤으나, 서비스 품질은 유의한 영향을 미치지 않은 것으로 나타났다. 마지막으로 자기효능감은 시스템 품질과 정보 품질을 매개로 지각된 유용성 및 학습만족도에 간접적인 영향을 미치는 것으로 나타났다. 본 연구결과는 대학 모바일러닝에서 학생들이 지각하는 유용성과 학습만족도를 향상시키기 위해서, 모바일러닝에 대한 자기효능감 증진과 시스템 및 정보품질 향상에 주력해야 함을 시사한다.

서비스 공정성이 재방문의도에 미치는 영향 : 품질인식과 관계품질의 다중매개효과

이상석(Lee, Sang-Suk),이지은(Lee, Jee-Eun) 한국상품학회 2020 商品學硏究 Vol.38 No.1

본 연구는 서비스공정성과 재방문의도 간의 품질인식과 관계품질의 매개효과 및 인과 관계를 구조방정식모형을 사용하여 검증하였다. 연구결과, 직접적인 효과 분석 결과를 보면 첫째, 서비스공정성과 품질인식의 관계에서 공정한 절차와 분배가 품질인식에 유의미한 영향을 미치고 있는 것으로 나타났다. 둘째, 서비스 공정성과 관계품질에서 서비스공정성의 모든 요인(상호작용, 절차, 분배)이 관계품질에 유의미한 영향을 미치는 것으로 나타났으며, 품질인식이 관계품질에 유의미한 영향을 미치는 것으로 나타났다. 셋째, 서비스 공정성 중에서 절차만이 재방문의도에 직접적인 영향을 미치는 것으로 나타났다. 넷째, 품질인식은 재방문의도에 직접적인 영향을 미치고 있으나 관계품질은 영향을 미치지 못하는 것으로 나타났다. 간접적인 효과 분석의 경우 첫째, 상호작용 및 분배 공정성이 재방문의도에 직접적인 영향을 미치지는 않지만 품질인식과 관계품질의 매개역할에 의해서 재방문의도에 간접적으로 영향을 미치는 것으로 나타났다. 둘째, 절차공정성이 재방문의도에 직접적인 영향을 미치지만 품질인식에 의한 재방문의도 효과가 관계품질에 의한 재방문의도 효과 보다 큰 것으로 나타났다. 셋째, 품질인식이 관계품질에 연속적으로 작용하여 재방문의도에 영향을 주는 것으로 나타나 고객들이 인식하고 있는 품질(제품, 서비스, 경험품질)이 중요함을 알 수 있다. 그리고 총 효과 및 다중매개효과 분석 결과를 보면, 서비스공정성이 재방문의도에 미치는 직접효과와 간접효과를 합한 총 효과는 절차>분배>상호작용 순으로 나타났다. 또한 절차공정성과 재방문의도 간의 품질인식과 관계품질은 매개효과가 있으며 품질인식→매개효과로 이어지는 연속적인 매개효과가 있는 것으로 나타났다. This study attempts to verify the multiple mediating effects of perceived quality and relationship quality between service fairness and revisit intention using a structural equation model. In terms of direct effects, the factor of distribution and procedure of service fairness has positive and significant impact to the perceived quality. Second, service fairness(interaction, procedure, distribution) and perceived quality positively affect relationship quality. Third, among the service fairness, only the procedural fairness has direct impact to the revisit intention. Fourth, perceived quality positively affects revisit intention but does not have direct impact on relationship quality. And in terms of indirect effects, interaction and distribution factors indirectly affect revisit intention by mediation of perceived quality and relationship quality. Second, even though the overall procedural fairness factors have direct impact on revisit intention, the effect of perceived quality on revisit intention is stronger than that of a relationship quality on revisit intention. Finally, we found that the relationship quality and perceived quality mediate the impact of the procedure factor of service fairness on revisit intention. And the total effect size (sum of direct and indirect effects) of the service fairness on revisit intention by descending order are as follows: procedure, distribution, interaction.

온라인 구매에서 소매점 명성이 소매점 태도에 미치는 영향 - 지각된 위험, 웹사이트 품질의 매개효과 -

최성준 ( Sung-jun Choi ),송균석 ( Kyun-seok Song ),노진경 ( Jin-kyung Noh ) 한국생산성학회 2018 生産性論集 Vol.32 No.1

The objective of this study is to identify the attitudes of customers who are using online stores, considering the current transition of customers’ buying activity from conventional offline stores to online stores. To do this, the factors that may have an impact on customer attitudes toward an online store were selected, which included the reputation of the store, website quality and perceived risk, and then the relationship between the factors was also analyzed. To be more specific, the influence of the reputation of an online store was analyzed in terms of the customers’ attitude, website quality and perceived risk. Moreover, a mediation analysis was performed not only on the effect of website quality and perceived risk related with transaction on the online shopping stores, but also on the mediated effect of multiple mediators: the reputation of the online store-website quality-perceived risk- attitude toward the online store. A survey of 557 subjects who had a purchase experience at an online shopping store was conducted, from June to September, 2016, when people are likely to purchase a product or service with high perceived risk or with high involvement. Respondents were reminded of their purchase experiences from March, three months before the survey, until September, the end of the survey. The survey group was accustomed to using computers and mobile phones. We analyzed attitudes of the respondents who had directly purchased a product for their personal or household use. The findings of this survey are as follows. The reputation of an online store is confirmed to have a positive impact both on the customers’ attitude toward the online store and the website quality. The perceived risk has a negative effect on the attitude toward the online store, while the website quality serves to reduce the perceived risk and has a positive influence on the attitude toward the online store. However, the website quality negatively meditates the impact of the reputation of the online store on the attitude toward store. In addition, the mediating effect between website quality and perceived risk is also verified to have been negative. Based on the findings of this research, companies that want to their online stores and ultimately attain their marketing goal are advised to build the reputation of their online stores, improve their website quality and reduce the risk perceived by customers during a transaction process. This would be an effective method of building and maintaining a positive attitude among customers toward an online store. A limitation of this study is that it is focused only on online purchases, and only four variables are used for the Mediateding analysis, even though there are variables other than the reputation of the online store, website quality and perceived risk and attitude toward the store that are worth considering. Moreover, there was no comparison performed between online and offline purchases, and the customers responses based on the distinctive characteristics of online shopping stores were not analyzed. Future research should considering the following. First, a comparative study between online and offline purchases would provide more useful findings from a practical perspective. Second, more diverse variables that can affect customers’ online purchase should be utilized. Third, customers have preference for various online shopping stores, and have used different online shopping stores. Therefore, if a comparative study between these stores were performed, it would provide more useful findings, from practical and academic perspective. Lastly, customers use an online shopping store and demand different levels of service depending on the characteristics of a product or service (involvement, etc.). Therefore, the products and services that customers purchase should be also be studied in the future by subdividing their characteristics.