온라인 쇼핑객의 점포태도가 점포만족도와 점포충성도에 미치는 영향 = Shoppers’ Attitude toward Online Stores: Effects on Store Satisfaction and Store Loyalty

다국어 초록 (Multilingual Abstract)

The purposes of this study were to examine: 1)the dimensions of online store attitude; 2)the differences in the online store attitude by product category and store type; and 3)the effects of online store attitude on store satisfaction and store loyalty. Data were obtained from an online questionnaire survey to 850 online shoppers who were randomly selected from the panel of an online survey agency, and 615 responses were analyzed. Factor analysis extracted 5 dimensions of store attitude including: process and security; service; promotion and presentation; price and quality; and merchandise. MANOVA revealed a significant difference in the price and quality factor by product category and store type. Multiple regression showed that the effects of price and quality, service, and process and security on store satisfaction were significant. Also, price and quality had a significant direct effect on store loyalty which was also affected by store satisfaction.주제어(Key Words): 온라인쇼핑(online shopping), 온라인점포태도(attitude toward online store), 점포만족도(store satisfaction), 점포충성도(store loyalty)