인터넷 비즈니스의 전환비용 측정 및 결정요인 분석 = A Study on the Measurement and Determinants of Switching Cost on e-Businesses

다국어 초록 (Multilingual Abstract)

This paper aims to study the measurement and determinants of switching costs in five domestic e-businesses, based on the consumer choice model. I use random utility model for the measurement, and logit model for the determinants of switching costs. Major results are as follows. First, compared to existing visitors, new visitors tend to visit the sites which show high market share. Second, top sites in each industry category tend to have lower switching cost relative to less popular companies, which is contrary to the commonly accepted view. Third, the strategy variables which might reflect the intentional usage by e-businesses to raise switching costs do not have any significant effect on the actual magnitude of switching costs. From these results, I tentatively conclude that domestic e-businesses generally do not succeed to increase consumer`s switching cost, even through they try eagerly to do so.