The purpose of this study is to suggest the characteristics of online shopping malls and find a way to establish a differentiated marketing Strategy for online shopping malls in China. This study investigated the effect on the loyalty by applying the perceived shopping value (Hedonic Value, Utilitarian Value) of consumers in online shopping malls. In addition, In order to grasp the factors affecting consumer loyalty in online shopping malls, the characteristics of online shopping malls are multidimensional, consisting of product characteristics, recommended quality, benefit services, and community services. In order to obtain the purpose of the study, a questionnaire was surveyed for chinese online shopping experience and the research model was verified through empirical analysis method. Statistical analysis program was used together with SPSS 24.0 and AMOSS 24.0. Looking at the results of the analysis, firstly, the recommended quality and benefit service of online shopping malls are positive for the perceived hedonic value of consumers. The product characteristics and community service were found to have no effect on the hedonic shopping value. Secondly, the product characteristics, recommended quality, benefit service, and community service of online shopping malls on the utilitrian value perceived by consumers were positively affected. Thirdly, the perceived hedonic value has a positive effect on loyalty. Finally, it was confirmed that perceived utilitrian value affects loyalty. Based on the results of this study, a differentiated marketing strategy was established for existing chinese online shopping mall operators and potential new operators as well.

1. 서 론
2. 이론적 배경
    2.1 쇼핑몰 특성
    2.2 지각된 쇼핑 가치
    2.3 충성도(Loyalty)
3. 연구방법
    3.1 연구모형
    3.2 설문지 구성 및 자료수집
4. 연구결과
    4.1 인구 통계적 특성
    4.2 신뢰성 및 타당성 검증
    4.3 상관관계분석 및 판별 타당성 검증
    4.4 구조모형분석 및 가설의 검증
5. 결 론
References

• Cong Mou(우송대학교 경영학과) | 모우총
• Hyoungtae Kim(우송대학교 경영학과) | 김형태 Corresponding Author