온라인 쇼핑몰 전환장벽의 선행요인 연구

• 영문명: Study of previous Factors of Switching barrier at Online shop
• 발행기관: 한국농촌지도학회
• 저자명: 박수민(Soo Min Park) 유철우(Chul Woo Yoo) 최영찬(Young Chan Choe)
• 간행물 정보: 『농촌지도와 개발』15권 3호, 433~460쪽, 전체 28쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2008.09.30

영문 초록

The objectives of this study were to figure out the relationships of factors, e-quality, interactivity, trust and switching barrier, to affect the online customers loyalty. Moreover, e-quality was considered because of the problem of ssability originated from the environment that a lot of information and products are given at online business. This study employs a survey method to empirically test the proposed research model. A survey questionnaire was developed and 100 responses were collected. The data were analyzed using PLS method, a structural equation modeling method. The results of the study indicate that e-quality, interactivity, and trust influence switching barrier and that the switching barrier affects virtual relationship, which has an positive effect on loyalty. This study provides valuable theoretical and practical perspectives that e-quality is the most influential factor on virtual relationship and that, of the three factors of switching barrier, the virtual relationship is the most effective one to prevent customers online from changing their main online shop for products.

키워드

전환장벽 Swiching Cost E-quality 상호작용 Interactivity 신뢰성 Trust