중고거래 시장에서 고객서비스가 가격홍정 의도에 미치는 영향 : 판매자 신뢰의 매개효과를 증심으로
The Impact of Customer Service on Price Bargaining Intent in the Second-hand Trading Market - Focusing on the Mediating Effect of Seller Trust
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초록
경제 침체기로 인한 중고거래의 시장이 점점 커지고 있다. 중고거래에서 가격홍정은 종종 발생 한다. 본 논문에서는 중고거래 시장에서 가격과 연관있는 가격홍정 의도(Price Bargaining Intention)에 미치는 영향 요인을 연구하고자 한다. 본 논문에서는 감정적 서비스(Emotional Service), 기능적 서비스(Functional Service), 판매자 신뢰(Seller Trust)를 가격홍정 의도에 미치 는 선행변수로 사용하여 이들간의 관계를 분석하였다. 그 결과는 다음과 같다. 첫째, 감정적 서비 스, 기능적 서비스는 가격홍정 의도에 부정적인 영향, 즉 고객서비스가 좋을수록 가격홍정 의도는 낮아지는 것으로 나타났다. 둘째, 고객서비스가 좋을수록 소비자의 판매자 신뢰가 높아지는 것으 로 나타났다. 셋째, 고객서비스는 판매자 신뢰를 높이는 수단으로써 중요하고, 판매자 신뢰는 고객 서비스와 가격홍정 의도 사이에 매개효과를 가지는 것으로 나타났다.
Abstract
Due to the economic downturn, the market for second-hand transactions is growing. Price bargaining often occurs in second-hand transactions. In this paper, we aim to study the factors influencing price bargaining intention related to price in the used trading market. We used Emotional Service, Functional Service, and Seller Trust as preceding variables to influence price negotiation intention and analyzed the relationship between them The results are as follow. First, emotional and functional services have a negative impact on price bargaining intention. It was found that the better the customer service, the lower the intention to negotiate prices. Second, it was found that the better the customer service, the higher the consumer's trust in the seller. Third, customer service is important as a means of increasing seller trust, and seller trust was found to have a mediating effect between customer service and price negotiation intention.
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- "price bargaining" (2023)[URL]