중국 모바일 상거래 e-고객니즈관리에 관한 탐색적 모형 연구 = Exploring E-customer Needs Management Model in Chinese E-Mobile Commerce

국문 초록 (Abstract)

본 연구는 중국내 모바일 전자상거래를 이용하여 구매하는 e-고객이 소비자 측면에서 전자상거래 업체의고객니즈관리에 대한 질적 향상을 위한 e-고객니즈관리 측정 모형을 탐색하고자 하였다. 모바일 전자상거래의고객니즈관리에 관한 문헌고찰을 통하여 설문지를 개발하였으며 온라인 설문조사를 실시하여 새로운 변수개발에 적합한 PLS 분석법을 적용하여 수집된 데이터를 제안된 예측연구모델에 적합한가의 여부를 검증하였다.
모바일 전자상거래만을 사용하여 구매활동을 하는 99명의 유효한 중국인 대상 표본을 추출하였으며, 고객니즈관리 측정모형 분석을 위한 분석 도구로 20문항으로 구성된 설문지를 제작하여 사용하였으며, 수집된자료는 SmartPLS 3.0을 이용하여 분석하였다. 분석결과 e-고객니즈관리를 구성하는 고객니즈이해, 고객니즈파악, 고객응대, 고객소통의 1차순 구성개념들은 반영지표(mode A)로 구성이 되었으며 구성개념들 모두 e-고객니즈관리를 예측하는 조형지표(mode B)로 구성이 되는 반영-조형 모형Ⅱ로 구성이 됨을 CTA-PLS 접근법을통하여 검증하였다. 중국 전자상거래의 구매행위에 영향을 미치는 e-고객마케팅 관점에서 데이터 기반의실증자료를 제시함으로써 e-고객니즈관리에 영향관계를 파악할 수 있는 구조모델구축에 기초적인 참고자료를 제시하고자 하였다.

다국어 초록 (Multilingual Abstract)

This study aims to explore measurement model of e-customers management for improving the quality of e-commerce company's customer needs management in the perspectives of e-consumers. The questionnaire was developed through literature review on customer needs management of mobile e-commerce, and online survey was conducted to verify whether the collected data is suitable for the proposed predictive model by applying the PLS analysis method which is suitable for new variable development. The valid samples of 99 Chinese people who are engaged in purchasing activities using only mobile e-commerce were extracted, and a questionnaire consisting of 20 items was produced as an analysis tool for analyzing the e-customer needs management measurement model. The collected data were analyzed using SmartPLS 3.0. As a result, the first-order constructs of understanding customer needs, identifying customer needs, customer response, and customer communication that constitute e-customer needs management are represented as reflection indicators (mode A). The CTA-PLS approach verified a reflection-formative type Ⅱ model that consists of formative indicators (mode B) that predict perceived e-customer needs management. By presenting data-based empirical data from the perspective of e-customer marketing that affects the purchasing behavior of Chinese e-commerce, this study contribute to provide basic reference data for constructing a structural model that can identify the relationship of e-customer needs management

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