지각된 웹 서비스품질이 기업이미지 구축 및 구매의도에 미치는 영향에 관한 연구 = An Empirical Study on the Effects of Web Service Quality on Corporation Image and Purchase Intent

다국어 초록 (Multilingual Abstract)

Today`s most commercial organizations are attempting to obtain a competitive advantage through a variety of the Web services. The impacts of corporation image based on this web environment have become increasingly significant for the business success and thus, establishing the corporation images are emerging as an important strategic issue. Therefore, this paper makes an experiment for analyzing the effects of web services quality on the corporation images. The research model includes three influential variables: the Web service quality, the communication strategy, and suffers` characteristic. Through the experiment, the variables are proved to be significant statistically in impacting on the corporation image. It is expected that the results will be employed effectively in developing Web marketing strategies.