In this study, the moderation and multiple mediation effects are tested in an integrated theoretical framework constructed from marketing (e-SERVQUAL, TPB) and psychology (flow theory). Specifically, previous studies indicates that, in relative terms satisfaction is a far more important determinant of repurchase intention than attitudes, so that we use the revised TPB model which includes the satisfaction variable instead of attitude to test the relationship between e-service quality and repurchase intention. For data collection, the online survey has carried out by an established market research company. Rresults showed that e-service quality was moderated by flow in its relationship with repurchase intention, and the interaction between e-service quality and flow on repurchase intention was mediated by consumers’ satisfaction and perceived behavioral control but the social norms. Also, we found direct influence of flow with e-service quality on repurchase intention. That confirmed e-service quality and flow experience of the marts' website could predict intention to repurchase. The findings of this research study have important implications for marketers of online marts in China. They should attempt to leverage on these findings by educating both existing and potential consumers and by promoting online shopping experience.
본 연구는 수전된 TPB모델을 통하여 중국온라인마트 서비스품질이 소비자의 재구매의도에 미치는 영향에서 조절효과 및 다중매개효과를 측정하였다. 연구결과는 온라인 서비스품질이 재구매의도와의 관계에서 플로우의 조절효과가 나타났으며, 만족도 및 지각된 행동통제 요인이 온라인 서비스품질 및 플로우가 재구매의도와의 관계에서 다중매개효과가 나타났다. 본 연구의 결과는 온라인마트를 운영하는 기업의 관리자 및 운영자에게 마케팅전략을 효과적으로 수립하도록 하는 시사점을 제공한다.