The Mediating Effect of Brand Awareness on the Relationship between Online Shopping Mall Quality Factors and Consumer Satisfaction

• 영문명: The Mediating Effect of Brand Awareness on the Relationship between Online Shopping Mall Quality Factors and Consumer Satisfaction
• 발행기관: 한국유통과학회
• 저자명: Jongwoo LEE Eikjoe KIM
• 간행물 정보: 『유통과학연구(JDS)』제21권 제7호, 11~20쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.07.31

영문 초록

Purpose: The development of e-commerce in the marketplace is becoming a big trend, but there is a handful of research about the unique characteristics of e-commerce. Online distribution has several differences from offline, such as consumer approach, payment, and product assortment. In addition to the relationship between quality factors and e-commerce satisfaction, this study research how brand awareness affects consumer satisfaction and which quality factor affects brand awareness. Research design, data, and methodology: This study conducted a survey on 457 customers using top online shopping malls. As for the analysis method, multiple regression analysis to verify the mediating effect. Results: All quality factors and brand awareness affect consumer satisfaction. Among the quality factors, only price, payment, and delivery had an effect among the four factors. As a result of verifying the mediating effect of brand awareness in the relationship between online shopping mall quality factors and consumer satisfaction, price, payment, and delivery showed mediating effects. Conclusion: Online shopping mall satisfaction affects the satisfaction of brand awareness consumers perceive aside from consumers’ direct experience. The result showed that price, payment, and delivery were significant in the relationship of quality factor and brand awareness of an online shopping malls.

목차

1. Introduction

2. Theoretical Consideration

3. Research Model and Hypothesis Setting

4. Analysis of Actual Proof and the Result

5. Analysis of Actual Proof and the Result

References

키워드

Service Quality Customer Satisfaction Brand Awareness E-commerce