CAJ | 학술논문

研究网购服务补救质量对顾客行为意向的影响,对于我国网购市场环境的改善具有重要意义。从交互质量、程序质量、信息质量和结果质量4个角度来测量网购服务补救质量,构建了基于网购服务补救质量与顾客行为意向关系的理论模型,并提出相关假设。对该模型进行拟合验证后发现,服务补救质量中结果质量对顾客满意和顾客行为意向具有显著影响;交互质量和信息质量对顾客行为意向的直接影响不显著,但可通过顾客满意对顾客行为意向产生间接影响;程序质量对顾客满意和顾客行为意向的影响均不显著;顾客满意在结果质量和顾客行为意向之间起中介作用。
연구망구복무보구질량대고객행위의향적영향,대우아국망구시장배경적개선구유중요의의。종교호질량、정서질량、신식질량화결과질량4개각도래측량망구복무보구질량,구건료기우망구복무보구질량여고객행위의향관계적이론모형,병제출상관가설。대해모형진행의합험증후발현,복무보구질량중결과질량대고객만의화고객행위의향구유현저영향;교호질량화신식질량대고객행위의향적직접영향불현저,단가통과고객만의대고객행위의향산생간접영향;정서질량대고객만의화고객행위의향적영향균불현저;고객만의재결과질량화고객행위의향지간기중개작용。
A study about the impact that the online shopping service recovery quality to the custom- er behavior intention, which is of great significance to the improvement of the environment of online shopping market in China. Based on the interaction quality,process quality, information quality and out- come quality of four angles to measure online service recovery quality,construct a theory model between online shopping service recovery quality＇and customer behavioral intention,and put forward relevant as- sumptions. After testifying the model, it is found that the quality of the results of the service recovery quality significantly affect customer satisfaction and customer behavior intention. The direct impact of interaction quality and information quality on the customer behavior intention is not so obvious, while they can through customer satisfaction affects customer behaviour indention indirectly. The impact of the procedure quality on the customer satisfaction and cust（）mer behavior intention is not obvious, customer satisfaction plays a role of mediator in the relationship between service recovery quality and customer be- havior intention.