인터넷 쇼핑환경에서의 다차원적 관계몰입이 고객의 미래이용의도에 미치는 영향에 관한 연구 = A Study on the Customer`s Future Intention to Multidimensional Relationship Commitment of the Internet Shopping Environment

다국어 초록 (Multilingual Abstract)

Recently, retail sales via internet have been sharply increased due to the rapid growth of internet users and the speedy development of internet related technologies. In addition, with the rapid growth of cyber stores, intratype competition as well as intertype competition in internet shopping has also been intensified. Thus, customer retention through keeping or improving customers relationship commitment has now become one of the most crucial success factors of internet shopping. Considering the importance of relationship commitment, this study investigates the antecedents and consequences of “multidimensional commitment” in the internet shopping environment. To do this, this study reviews the psychological dynamics in the relationship commitment development and then examines how consumers maintain the continuous relationship with cyber stores. As expected, the study results affective commitment is shown to have a significant effect on all purchase intention, participation intention and word of mouth intention and normative commitment on participation intention while continuance commitment having a significant effect on only purchase intention.