베트남 온라인 쇼핑몰의 e-쇼핑가치가 고객충성도에 미치는 영향 = Effects of e-Shopping Value on Customer Loyalty of Online Shopping Malls in Vietnam

다국어 초록 (Multilingual Abstract)

Purpose: This study aims to construct and analyze a consumer behavior model for the Vietnamese online shopping environment and to provide valuable information on local consumers. We attempt to fill the theoretical gap that has been detected in previous research and to provide useful information to domestic exporters planning to enter the Vietnamese market. For this purpose, questionnaires were distributed in Vietnam and the responses used for analysis.
Composition/Logic: Section 1 introduces the purpose and background of the study. In the second section, literature review was conducted. After examining the e-commerce market in Vietnam, the previous research was analyzed and a research hypothesis was derived. Section 3 sets up research model as research design and explains measurement method and analysis tool. In Section 4, the hypothesis was tested through PLS-SEM. In this chapter, the results of the research are interpreted and implications of the research are discussed. In Section 5, conclusions and implications of this study are discussed.
Findings: Consumer perceived shopping value in Vietnam online shopping mall, such as product quality, service quality, hedonic value, economic value, was found to have a significant influence on the reputation of e-shopping mall, while there was only partial influence on e-shopping mall loyalty. Namely, only service quality and economic value had significant effects on e-shopping mall loyalty, whereas product quality and hedonic value did not affect e-shopping mall loyalty. As a result, it was confirmed that e-shopping mall loyalty was only partially affected by consumers' perceived consumption value in the shopping mall environment in Vietnam. In addition, reputation of e-shopping mall mediates e-shopping value and e-shopping mall loyalty at a very significant level, which is a very important parameter for e-shopping mall loyalty.
Originality/Value: This study was performed to figure out the consumer behaviors that Korea exporters should pay attention to when they intend to enter the Vietnam market through the online shopping mall platform. We constructed e-shopping value dimension and verify the mediating effect of e-shopping mall reputation on the influence path of e-shopping value on e-shopping mall loyalty. As a result, we are expanding the existing research perspectives and suggest practical aspects to enhance the loyalty of online shopping malls in Vietnam. Therefore, this study is expected to play an important role as the theoretical basis for future studies related to B2C e-commerce in Vietnam; it also derives significant practical implications.

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