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논문 기본 정보
- 자료유형
- 학술대회자료
- 저자정보
- 발행연도
- 2011.4
- 수록면
- 21 - 49 (29page)
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Purpose - This paper attempts to explore the impact of e-service quality on e-customer satisfaction and to identify the effect of flow experience on the relationship between them in the case of online shopping behaviors. This paper also empirically assesses the framework developed by using cross-national data.
Design/methodology/approach - 219 Korean and 212 Chinese online shoppers were surveyed by leading survey institutions in each country in order to test five hypotheses and examine relationship among the variables (i.e., e-service quality, flow, satisfaction, relationship intention).
Findings - The results show that “flow” has positive effects on e-satisfaction and relationship intention. Thus, this study, which is one of a kind, proved the effect of flow experience in Asian consumers’ online shopping behaviors. In addition, although the two countries may share similar cultures and values, there are some cross-national differences between Korean and Chinese consumers in online shopping, which may be interpreted as the difference of globalized versus localized Internet cultures, respectively.
Originality/value - This study applies the concept of flow to international online marketing, especially with focus on making contributions to the literature of online shopping service quality. Through the cross-national approach, we hope that this study can stimulate both marketing researchers and practitioners to gain better understandings of the concept of flow in the context of online shopping behaviors and make them more aware of the cultural gap between Korea and China especially in Internet cultures.
Design/methodology/approach - 219 Korean and 212 Chinese online shoppers were surveyed by leading survey institutions in each country in order to test five hypotheses and examine relationship among the variables (i.e., e-service quality, flow, satisfaction, relationship intention).
Findings - The results show that “flow” has positive effects on e-satisfaction and relationship intention. Thus, this study, which is one of a kind, proved the effect of flow experience in Asian consumers’ online shopping behaviors. In addition, although the two countries may share similar cultures and values, there are some cross-national differences between Korean and Chinese consumers in online shopping, which may be interpreted as the difference of globalized versus localized Internet cultures, respectively.
Originality/value - This study applies the concept of flow to international online marketing, especially with focus on making contributions to the literature of online shopping service quality. Through the cross-national approach, we hope that this study can stimulate both marketing researchers and practitioners to gain better understandings of the concept of flow in the context of online shopping behaviors and make them more aware of the cultural gap between Korea and China especially in Internet cultures.
목차
Abstract
Introduction
Literature review
Research model and hypotheses
Methodology
Data analyses
Discussion and conclusions
References
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