e-점포 속성이 신뢰, 만족 및 충성도에 미치는 영향에 관한 연구 = A Study on the Effects of e-Store Attributions on Web Site Loyalty

국문 초록 (Abstract)

본 연구에서는 선행연구 결과에 근거하여 신뢰와 만족에 영향을 미치는 중요한 e-점포 속성들 즉, e-점포평판, 고객서비스, 안전 및 보안, 상품 품질, 정보 품질, 웹 검색 등을 파악하였다.
본 연구의 목적은 e-점포 속성들이 신뢰 및 만족에 어떤 영향을 미치는지 그리고 사이트에 대한 신뢰 및 만족이 사이트에 대한 소비자들의 충성도에 어떤 영향을 미치는지를 조사하는 것이다. 그리고 웹 성과를 개선하고, 고객을 유지하는데 있어 e-소매상을 지원할 수 있는 직/간접적인 e-점포 충성도를 파악 하고자 했다.
연구의 결과는 e-점포 속성과 신뢰 및 만족간의 관계에서, e-점포 평판, 고객서비스, 안전 및 보안 그리고 상품품질이 유의적인 영향을 미쳤으며, 정보품질과 웹사이트 검색은 영향을 미쳤지만 유의적이지 않았다. 그리고 신뢰 및 만족과 사이트에 대한 소비자들의 충성도간의 관계에서, 신뢰와 만족은 모두 충성도에 유의적인 영향을 미치는 것으로 나타났다. 이러한 결과를 바탕으로 온라인 소매상을 위한 시사점을 제공하였으며, 또한 연구의 한계점과 미래연구방향을 제시하였다.

다국어 초록 (Multilingual Abstract)

The research objectives of this study were to examine the relationship between e-store attributions (reputation, customer service, safety (security), merchandise quality, information quality, web navigation), trust, satisfaction and web site loyalty.
The data were collected using survey with a structured questionnaire. The subjects of the study were 213 people.
Several hypotheses were put forward and results except for four hypotheses were supported. That is, reputation, customer service, safety(security) and merchandise quality have a significant influence on trust and satisfaction, information quality and web navigation have no influence on trust and satisfaction, and trust and satisfaction have a significant influence on e-loyalty.
Regression Analysis were applied to test the research hypotheses on the relationships among the variables. Research implications of the findings and future research directions are presented.

목차 (Table of Contents)

• 요약
• Ⅰ. 서론
• Ⅱ. 이론적 고찰 및 가설설정
• Ⅲ. 연구방법
• Ⅳ. 실증분석
• Ⅴ. 결론
• 참고문헌
• Abstract

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