온라인 서비스 품질이 만족에 미치는 영향에 관한 연구 : 증권사 HTS를 중심으로 = The Influence of Online Service Quality on Satisfaction : Focusing on HTS of Securities Company

다국어 초록 (Multilingual Abstract)

This study investigated the effect of online service quality on customer satisfaction through the mediating role of performance using online and the moderating role of involvement. especially, this study used HTS (Home Trading System for stock exchange) as a online service system.
This study had two parts. Pre-study investigated the difference between HTS and general web sites when online service quality theory is applied. and main study investigated the influence of online service quality on satisfaction in the concrete.
This study collected data through survey questionnaire.
This study found that the most of path are supported. The mediating effect of performance using online, and the moderating effects of involvement are supported in part.
This study could provide managerial implication about online service quality theory.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1-1. 연구 배경 = 1
• 1-2. 연구 목적, 방법 및 구성 = 2
• Ⅱ. 이론적 배경 = 5
• 2-1. 전자 상거래 = 5
• 2-2. 주식 시장과 온라인 주식 매매 = 5
• 2-3. 온라인 서비스 품질 = 12
• 2-4. 온라인 활용성과 = 25
• 2-5. 관여도 = 28
• 2-6. 만족 = 33
• Ⅲ. 사전 연구 = 38
• 3-1. 내용 타당성 = 38
• 3-2. 온라인 서비스 품질 척도와 HTS = 39
• 3-3. 기존 연구와 차이 = 42
• Ⅳ. 본 연구 : 연구 방법 = 45
• 4-1. 가설 설정 = 45
• 4-2. 연구 모형 = 49
• 4-3. 조작적 정의 및 측정 = 49
• 4-4. 자료 수집 = 51
• 4-5. 실증 분석 = 53
• Ⅴ. 본 연구 : 연구 결과 = 55
• 5-1. 인구 통계적 특성 = 55
• 5-2. 타당성 및 신뢰도 검증 = 56
• 5-3. 가설 검증 = 63
• Ⅵ. 결론 및 제언 = 70
• 6-1. 연구 요약 및 결론 = 70
• 6-2. 시사점 및 제언 = 71
• 참고문헌 = 74
• ABSTRACT = 86
• 설문지 = 88

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