CAJ | 학술논문

通过构建整合性的理论研究模型，揭示了C2C交易市场电子服务质量、顾客满意、顾客价值以及顾客忠诚之间相互作用的机理。并对中国具有C2C网上购物经验的用户进行问卷调查，建立结构方程模型，采用验证性因子分析法实证检验研究假设。研究结果发现：（1）C2C网站的电子服务质量对顾客满意和顾客价值产生显著的正向影响；（2）C2C卖家的电子服务质量对顾客满意产生显著的正向影响，对顾客价值的影响不显著；（3）顾客满意和顾客价值都对顾客忠诚产生显著的正向影响；（4）确认了顾客满意和顾客价值在C2C交易市场电子服务质量和顾客忠诚之间的中介效应。根据研究结论对C2C交易网站和网上卖家提高电子服务质量和顾客忠诚提出一些富有决策指导意义的对策和建议。
통과구건정합성적이론연구모형，게시료C2C교역시장전자복무질량、고객만의、고객개치이급고객충성지간상호작용적궤리。병대중국구유C2C망상구물경험적용호진행문권조사，건립결구방정모형，채용험증성인자분석법실증검험연구가설。연구결과발현：（1）C2C망참적전자복무질량대고객만의화고객개치산생현저적정향영향；（2）C2C매가적전자복무질량대고객만의산생현저적정향영향，대고객개치적영향불현저；（3）고객만의화고객개치도대고객충성산생현저적정향영향；（4）학인료고객만의화고객개치재C2C교역시장전자복무질량화고객충성지간적중개효응。근거연구결론대C2C교역망참화망상매가제고전자복무질량화고객충성제출일사부유결책지도의의적대책화건의。
This study proposes an integrated research model which puts E-service quality, customer satisfaction, customer value, and customer loyalty into a unified framework, reveals the interaction mechanism among E-service quality of C2C trading websites and online sellers, customer satisfaction, customer value, and customer loyalty. This study carries out questionnaire sur- veys to the online shopping users in the Chinese C2C markets, sets up the structural equation model, uses confirmatory factor a- nalysis to assess the various research hypotheses. The results of this study finds that：（ 1 ） E-service quality of C2C trading web- sites has a significant positive influence on customer satisfaction and customer value, （2） E-service quality of online sellers has a significant positive influence on customer satisfaction, but its influence on customer value is not significant, （3） both customer satisfaction and customer value have a significant positive influence on customer loyalty, （4） this paper confirms the mediating effect of customer satisfaction and customer value between E-service quality of C2C markets and customer loyalty. The results of this study provide some certain references for the decision-making of C2C websites and online sellers to improve service quality and customer loyalty.