온라인 판매자의 풀필먼트 서비스 이용에 영향을 미치는 요인에 관한 연구

초록

This study aims to identify the factors that influence online sellers’ satisfaction with fulfillment services provided by e-commerce platforms, their intention to continue using the services, and their intention to recommend them. The analysis revealed that among the factors influencing the use of fulfillment services, product exposure has the most significant positive (+) effect on satisfaction with the services. This was followed by factors such as cost-effectiveness, logistics service quality, and customer service quality, all of which showed meaningful impacts. Satisfaction was found to have a positive (+) influence on both the intention to continue using the services and the intention to recommend them. This research academically identifies the role of fulfillment services and support programs in the relationship between e-commerce platforms and online sellers. It provides foundational academic insights that can be utilized in various fields, including platform business models, logistics optimization, and seller support strategies. Furthermore, the findings offer practical implications for e-commerce platforms as they develop operational strategies for fulfillment services to attract and retain online sellers.

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