A Study on the Effect of Chinese Cosmetics Purchase Motivation on the Relationship between Chinese Service Quality, Consumer Characteristics, Customer Satisfaction, and Repurchase Intention

Hefeng Song; Inbang Song; Yeonjong Kim

doi:10.37272/JIECR.2020.12.20.6.21

A Study on the Effect of Chinese Cosmetics Purchase Motivation on the Relationship between Chinese Service Quality, Consumer Characteristics, Customer Satisfaction, and Repurchase Intention

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중국인의 한국화장품 쇼핑몰 서비스품질, 소비자 특성과 고객만족, 재구매의도간 관계에 대한 구매동기 조절효과 연구

Type: Academic journal

Author: Hefeng Song (경남과학기술대학교) Inbang Song (경남과학기술대학교) Yeonjong Kim (경상대학교)

Journal: Korea Internet Electrornic Commerce Association The Journal of Internet Electronic Commerce Resarch Vol.20 No.6 KCI Accredited Journals

Published: 2020.12

Pages: 21 - 38 (18page)

DOI: 10.37272/JIECR.2020.12.20.6.21

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A Study on the Effect of Chinese Cosmetics Purchase Motivation on the Relationship between Chinese Service Quality, Consumer Characteristics, Customer Satisfaction, and Repurchase Intention

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2020

A Study on the Effect of Chinese Cosmetics Purchase Motivation on the Relationship between Chinese Service Quality, Consumer Characteristics, Customer Satisfaction, and Repurchase Intention

Hefeng Song , Inbang Song , Yeonjong Kim The Journal of Internet Electronic Commerce Resarch 2020.12 Academic journal

2019

A study on influence of service quality of cosmetics online shopping mall, Purchasing motive, Consumer characteristics to satisfaction and repurchase intentions

송화봉 창업학과 2019.01 Thesis

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The purpose of this study is to examine the relationship between the service quality of internet shopping malls perceived when purchasing cosmetics through online shopping malls of Chinese people and the satisfaction of purchased cosmetics and repurchase intentions in light of the situation in China. In particular, it is intended to confirm that the level of customer satisfaction can vary depending on the motivation for purchasing cosmetics. The research results are as follows.
First, Among Chinese shopping malls, the quality of service for Korean cosmetics in Chinese shopping malls showed that the higher the awareness of functionality and communication quality, the higher the customer satisfaction. The Korean cosmetics buyers of Chinese consumers are, the more fashion-oriented and practical-oriented consumers, the more customer satisfaction is. There was a high tendency, and the effect of improving the repurchase intention was shown.
Second, in the analysis of the moderating effect according to the purchase motive, the moderating effect was found according to the reasonable price, cosmetic quality, and brand image.
Therefore, this study suggests that many strategies are needed depending on the consumer’s purchasing motivation to plan a successful marketing strategy of the Korean cosmetics shopping mall in order to increase the satisfaction and repurchase of customers who purchase Korean cosmetics at the Chinese online cosmetics shopping mall.

#China internet shopping mall #Korean cosmetics #service quality #consumer characteristics #customer satisfaction #repurchase intention #purchase motivation

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구모형 및 연구결과
Ⅳ. 결론
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강민구 / 2005 / 저수지 최적 운영 모형을 이용한 추가 용수 공급 능력 평가 / 한국수자원학회 논문집 38(11):937~946

구순이 / 1996 / 의료서비스에 대한 소비자 만족에 관한 연구 / 마케팅연구 11(2):67~90

권태흥 / 중국온라인 KOL마케팅으로‘B-Beauty’브랜드화 / CNCNews

김경희 / 2008 / 인터넷 쇼핑가치, 점포이미지와 고객만족 및 재방문의도- 구매제품유형별 비교 - / 한국콘텐츠학회 논문지 8(3):173~181

김미지 / 2019 / 20, 30대 중국 여성 관광객들의 화장 행동에 따른 한국 화장품의 구매 동기와 구매 만족도 / 한국미용학회지 25(5):1212~1220

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