점포충성도 결정요인에 대한 온라인-오프라인 비교 = 점포이미지 변수들을 중심으로

국문 초록 (Abstract)

본 연구는 점포이미지 속성들과 점포충성도의 관계가 온라인점포와 오프라인점포간에 차이가 있을 것이라는 연구문제를 설정하고 이에 대해 실증적으로 검증하였다. 오프라인과 온라인에서 각각 4개씩 총 여덟 개의 점포에 대해 온라인 조사를 실시하였으며, 실증 결과 오프라인 점포에서는 점포이미지 속성가운데 구색이 점포충성도를 설명하는데 있어서 상대적으로 더 중요한 요인인데 비해, 온라인 점포에서는 서비스가 상대적으로 더 중요한 요인인 것으로 나타났다. 이 연구의 결과로 점포충성도 제고를 위해 온라인점포와 오프라인점포가 각각 주력해야할 부분이 어디인지 보다 분명히 드러났다는 점에서 시사점을 찾을 수 있으며 연구의 한계와 향후 연구과제를 제시하였다.

다국어 초록 (Multilingual Abstract)

This paper suggests that the relationship between store images and store loyalty is moderated by store-type (online vs. offline). Data was collected from 341 online panel survey on four online stores and four offline stores. Regression analysis with interaction terms demonstrates that assortment and service among image attributes interact with store-type. Specifically, assortment is more important for offline store loyalty where as service is more important for online store loyalty. The authors discuss the implications of these findings and offer directions for future research.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 기존연구에 대한 검토
• Ⅲ. 연구 문제
• Ⅳ. 연구방법
• Ⅴ. 연구결과
• Ⅵ. 토의
• Ⅶ. 결론 및 향후 연구과제
• 참고문헌
• Abstract

참고문헌 (Reference)

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