인터넷쇼핑몰 물류서비스 품질에 관한 연구: 흑룡강성 하얼빈시 이용자를 중심으로

Abstract

China has moved its economic structure from a centrally planned to a market based economy and also it has enjoyed a highly economic and social development since its initiating market reforms in 1978. Furthermore, China became the 2nd largest economic scale and now it is playing an important and influential role in the global economy as the world’s factory and market. China stands out in all areas of industry based on the G2 economic strength, and Internet commerce is also booming. According to data from the China Internet Network Information Center(CNNIC) at June 2014, internet users in China 632 million people, and it seems a 1.1% increase over the previous year to 46.9%, in addition, the population that uses the mobile internet seems to increase 2.4% year of year to 500 million 2,700 million, and total internet users of mobile internet continues to rise to 83.4%(CNNIC, 2014). Because China has showed the rapid growth of the off-line market and on-line market, it is required to research and analysis of logistics services that impact on purchase and repurchase, when people are trading in internet shopping mall. Therefore, the aim of this study is to survey the current statues and utilizes of internet shopping mall and analyze the logistics service qualities of Harbin city in Heilongjiang province, also it is not a study of the entire Chinese but it is focused on local research. Based on this, four elements of the logistics service quality(Delivery quality, Order quality, Customer service, Delivery price) is investigated how it does the effect on customer satisfactions, relationship qualities, and repurchase intentions. To research the logistics service quality of Harbin and verify the hypothesis, research model and hypotheses of this study have been developed it which is based on literature review, and a questionnaire survey was carried out to users who is living in Harbin Area. Seven hypotheses were developed and experimental data were collected and analyzed using SPSSWIN 20 version and AMOS 18 version. The reliability and validity tests show satisfactory results. These results indicate that delivery quality, order quality, and customer service doesn’t have significant influence to customer satisfaction, but delivery price have significant influence. Customer satisfaction have significant influence to relationship quality and relationship quality have significant influence to repurchase intention, but customer satisfaction doesn’t have significant influence to repurchase intention. It is very important to continuous support and improvement of logistics service quality of internet shopping in Harbin Area, and also it is needed to consider the characteristics of internet user’s purchasing patten, trading items, modifying payment systems, and foreign goods purchasing consumers’ requirements.