@article{ART003397473},
author={Jae-Young Moon},
title={The Effects of Digital Experience Quality of Korean and Chinese Bakery Brands on Customer Satisfaction and Brand Loyalty among Chinese Consumers},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2026},
volume={31},
number={10},
pages={307-317}
TY - JOUR
AU - Jae-Young Moon
TI - The Effects of Digital Experience Quality of Korean and Chinese Bakery Brands on Customer Satisfaction and Brand Loyalty among Chinese Consumers
JO - Journal of The Korea Society of Computer and Information
PY - 2026
VL - 31
IS - 10
PB - The Korean Society Of Computer And Information
SP - 307
EP - 317
SN - 1598-849X
AB - This study examined how the quality of consumers’ digital service experiences relates to customer satisfaction and brand loyalty in China’s bakery O2O market and whether these relationships differ between Korean and Chinese bakery brands. Data were collected from 300 consumers who had used digital ordering services within the previous six months, with 75 respondents assigned to each of four brands. In the reflective higher-order model, digital experience quality (DEQ) had positive effects on customer satisfaction (β = 0.718, p < 0.001) and brand loyalty (β = 0.428, p = 0.013), whereas the relationship between customer satisfaction and brand loyalty was not statistically significant. No significant differences were found in the mean levels or structural relationships between Korean and Chinese brands. Although the overall measurement quality was generally acceptable, the composite reliability and average variance extracted for higher-order DEQ were low (CR = 0.603, AVE = 0.179).
KW - Digital Experience Quality;Bakery O2O;Customer Satisfaction;Brand Loyalty;Group Comparison
DO -
UR -
ER -
Jae-Young Moon. (2026). The Effects of Digital Experience Quality of Korean and Chinese Bakery Brands on Customer Satisfaction and Brand Loyalty among Chinese Consumers. Journal of The Korea Society of Computer and Information, 31(10), 307-317.
Jae-Young Moon. 2026, "The Effects of Digital Experience Quality of Korean and Chinese Bakery Brands on Customer Satisfaction and Brand Loyalty among Chinese Consumers", Journal of The Korea Society of Computer and Information, vol.31, no.10 pp.307-317.
Jae-Young Moon "The Effects of Digital Experience Quality of Korean and Chinese Bakery Brands on Customer Satisfaction and Brand Loyalty among Chinese Consumers" Journal of The Korea Society of Computer and Information 31.10 pp.307-317 (2026) : 307.
Jae-Young Moon. The Effects of Digital Experience Quality of Korean and Chinese Bakery Brands on Customer Satisfaction and Brand Loyalty among Chinese Consumers. 2026; 31(10), 307-317.
Jae-Young Moon. "The Effects of Digital Experience Quality of Korean and Chinese Bakery Brands on Customer Satisfaction and Brand Loyalty among Chinese Consumers" Journal of The Korea Society of Computer and Information 31, no.10 (2026) : 307-317.
Jae-Young Moon. The Effects of Digital Experience Quality of Korean and Chinese Bakery Brands on Customer Satisfaction and Brand Loyalty among Chinese Consumers. Journal of The Korea Society of Computer and Information, 31(10), 307-317.
Jae-Young Moon. The Effects of Digital Experience Quality of Korean and Chinese Bakery Brands on Customer Satisfaction and Brand Loyalty among Chinese Consumers. Journal of The Korea Society of Computer and Information. 2026; 31(10) 307-317.
Jae-Young Moon. The Effects of Digital Experience Quality of Korean and Chinese Bakery Brands on Customer Satisfaction and Brand Loyalty among Chinese Consumers. 2026; 31(10), 307-317.
Jae-Young Moon. "The Effects of Digital Experience Quality of Korean and Chinese Bakery Brands on Customer Satisfaction and Brand Loyalty among Chinese Consumers" Journal of The Korea Society of Computer and Information 31, no.10 (2026) : 307-317.
