Earticle

초록

영어

This study investigates how product quality and delivery quality influence customer satisfaction and repurchase intention in the context of Chinese online shopping platforms, focusing on Korean consumers. Amid the rapid expansion of cross-border e-commerce, understanding how consumers perceive product and delivery quality has become increasingly important. The study reveals that delivery quality significantly enhances customer satisfaction, while product quality plays a pivotal role in driving repurchase intention. Customer satisfaction, in turn, strongly influences repurchase behavior. Furthermore, while consumers with higher perceived risk or price sensitivity tend to respond more strongly to product quality, the differences across consumer segments were not statistically significant. These findings underscore the distinct roles of product and delivery quality in shaping consumer responses and offer practical implications for e-commerce businesses seeking to strengthen customer loyalty. Theoretically, the study contributes to the growing body of knowledge on consumer behavior in cross-border e-commerce by clarifying the relative impacts of product and delivery quality. Practically, it suggests that businesses should prioritize delivery excellence to boost satisfaction and tailor product strategies to meet the expectations of more cautious or price-conscious consumers.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 제품품질과 배송품질이 구매행동에 미치는 영향
2.2 지각된 위험과 가격민감성의 조절효과
3. 연구방법
3.1 연구모형
3.2 표본 및 자료수집
3.3 변수의 조작적 정의와 측정
4. 분석결과
4.1 표본의 특성
4.2 신뢰성과 타당성분석
4.3 가설검정
5. 결론
Acknowledgements
References

키워드

저자

• 이민호 [ Minho Lee | 남서울대학교 ] 제1저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  프로젝트경영연구 [Project Management Review]

• 간기

  반년간

• eISSN

  2799-3434

• 수록기간

  2021~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658