인터넷 쇼핑몰의 점포애호도 결정요인

국문 초록 (Abstract)

최근 인터넷을 통한 기업과 소비자간 전자상거래는 높은 증가율을 보이며 급격히 확산되고 있다. 본 연구는 인터넷상에서의 가상점포들을 연구대상으로 하여 e-서비스품질, 신뢰, 만족과 점포애호도간 관계를 규명하고자 한다. 인터넷 쇼핑몰 애호도에 대한 개념적 프레임웍을 제시하기 위하여 정보시스템, 서비스 및 소매상에 관한 이론적 근거를 토대로 e-서비스품질, 신뢰, 만족이 점포애호도의 주요 결정요인임을 제시하였다. 연구 결과, e-서비스품질은 만족과 신뢰에 유의한 영향을 미치는 것으로 나타났으며, 만족과 신뢰 역시 쇼핑몰 애호도의 선행요인으로서 긍정적인 영향을 미치는 것으로 나타났다. 이러한 결과를 토대로 인터넷 쇼핑몰 애호도를 향상시키기 위한 쇼핑몰 공급자가 감안해야할 특성들에 대한 여러 가지 제언을 논의하였다.

다국어 초록 (Multilingual Abstract)

Due to the recent rapid increase in Internet shopping malls, competition among online shops is intensifying. To survive and make a profit, Internet shopping malls need to strengthen store loyalty and foster a long-term relationship with them. The objectives of this study are as follows.Above all, this study positively looks into the influences of the service quality provided at Internet shopping mall on trust and satisfaction, and then examines the effects of such variables on customer loyalty intensively. To prove the hypotheses, data was collected from both male and female adults who have bought products, or have used services, in Internet shopping malls. The results of the study are as follows.First, internet shopping mall service quality turned out to have a positive influence on trust and satisfaction. Second, trust and satisfaction turned out to have a positive influence on storer loyalty. Therefore, providing excellent service quality at Internet shopping malls improves customers' trust and satisfaction and thus, strengthens store loyalty.

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