http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
인터넷 쇼핑몰에서의 의류제품 쇼핑 시 상호작용성이 관계혜택에 미치는 영향
배강미;박재옥 한양대학교 2010 韓國 生活 科學 硏究 Vol.30 No.2
In the recent marketing environment of tough competition and consumers’ diverse desires for products, relationship marketing can be one of the most efficient strategies that enable a company to achieve business success. Using relationship marketing instead of mass marketing can greatly help a company make more profit. For proper research in relationship marketing, it is indispensable to study relationship benefit. This study provides specific information in terms of relationship benefit, which is developing the market-oriented strategy of a company. The purpose of this study is to the effect of interactivity on relationship benefit in internet apparel products shopping. To test the hypotheses, a self-administered questionnaire was used. There were 352 usable questionnaire responses used for the data analysis. The results were as follow. A relationship benefit was divided into three dimensions: customization benefit, informational benefit, and emotional benefit. The enterprise-consumer interactivity had a significantly positive effect on relationship benefit. Especially, enterprise-consumer interactivity appeared the most positive effect on customization benefit. Findings of study provide both industry and academic researchers with a guide to increase customer satisfaction in the relationship marketing process