Study Of Perceived Service Quality Under The Environment Of B2C Online Shopping Korean Products

Chinese e-commerce market is in the development trend of attract people’sattention, especially the development of the online shopping C2C into the B2C market.The main reason for changes in the market is Chinese consumer purchase intention toservice driven from price driven, their requirements and expectations of rising, morewilling to enjoy the high quality and high service. The B2C market in the continuousaddition of various vendors, China brands, foreign brands and international brands suchas the size of the market is increasingly expanding. Therefore, B2C market development,this research focuses on "B2C service quality","Customer Satisfaction","Loyalty" and"Country of Origin" of4important factors, this paper established2research programs.The establishment of B2C service quality measurement model, whether the B2Cservice quality affects customer satisfaction and customer loyalty, the country of originimage will affect the B2C service quality and customer satisfaction.First, we construct the Chinese B2C service quality measurement model, relatedfactors of service factors existing in the service quality model and concludes the B2Cquality of service, but the seller perspective that service quality. Then this study usingKano analysis selected B2C core service elements, trust service factors. Results of the5B2C core service factors of the study,4of which service is the "Seller" can control;"Competitive Value","Information Quality","Implement","Response", the other"Safety" is "Online shopping site" control.Second, many researchers have proposed the perceived service quality andcustomer satisfaction and customer loyalty have significant effects, this study accordingto their theory, and carried on the empirical analysis, the results are satisfaction5coreservice elements B2C service quality has positive impact on the customer, and customersatisfaction also has positive effect on customer loyalty. Therefore, the evaluation modelof service quality, improve B2C service quality can improve customer satisfaction andcustomer loyalty.Then Chinese B2C market in the country of origin image can influence customersatisfaction, in this study, the origin of brand and manufacture to carry on the analysis,the results of the origin of brand image in B2C between service quality and customersatisfaction has the mediated effect.Through the B2C service quality measurement model, evaluation to the perceivedquality of B2C service. But B2C market sales of different nationalities in the country oforigin image product conditions, could improve the B2C service quality and customersatisfaction and customer loyalty, could set up the appropriate marketing strategies.