e-커머스의 차별화마케팅 전략이 소비자만족과 재구매의도에 미치는 영향

This research analyzed how the differentiated marketing strategies of e-commerce including price matching, regular delivery and rocket delivery can influence customer satisfaction and repurchase intention. First, through literature review, the research hypotheses were set concerning e-commerce''s differentiated marketing strategies, this research conducted factor analysis, correlation analysis and regression analysis. As a result, the established 7 hypotheses were all verified. To be specific, matching price positively affected customer satisfaction and repurchase intention as it provides customers with economic benefits and confidence in lower price. Regular delivery also had a positive influence on customer satisfaction and repurchase intention by reducing shopping effort as well as economic benefits which can boost repeat purchases. Rocket delivery positively influenced customer satisfaction and repurchase intention as well, through fast delivery and holiday shipping. Lastly, customer satisfaction by the differentiated marketing strategies positively influenced repurchase intention. This research confirmed that e-commerce’s differentiated marketing had a positive impact on customer satisfaction and repurchase intention. However, with regards to the recent 3 years management performance of COUPANG who has adopted the differentiated marketing strategies, whereas sales has increased, operating profit has decreased. This demonstrates that excessive investment and low-cost strategies, followed when differentiated marketing strategies are implemented can have a negative effect on management. Thus, further research will be needed to analyze this point in the future.