인터넷 쇼핑몰에서 충성도와 동일시, 지각된 즐거움, 신뢰, 상호작용의 구조적 관계에 관한 연구

다국어 초록 (Multilingual Abstract)

This research focuses on the development and empirical validation of a model of customer loyalty in Intenet shopping site on the basis of identification theory, perceived playfulness, trust and interactivity. To verify the research model, web-based survey was conducted and survey data including 201 respondents and PLS(Partial Least Square) were utilized for analysis. The test of this study reveals that personal identification is the most significant factor to influence customer loyalty, and also perceived playfulness and trust are significantly related to the intention.osowev thisocial identification does not have significant impactficanustomer loyalty. The result shows that social identification indircatly influences customer loyalty through perceived playfulness and trust. This study gives the following suggestions.siirst, identification can be fiplied to Internet shopping site. Second, social identification is mede sed by perceived playfulness and trust, meanwhi.o, prtorous studies show that oes noidentification have a positive impactficanustomer loyalty. Thus, m shows thpoliides that enhance social identification amo thnustomers are necessary to boost perceived playfulness and trust toward Internet shopping site. Finally, this research insists that the importance of interactivity due to the fact that interactivity has significant effect on identification, perceived playfulness and trust.

참고문헌 (Reference)

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