온라인 쇼핑몰 전환장벽의 선행요인 연구 = Study of Previous Factors of Switching Barrier at Online Shop

다국어 초록 (Multilingual Abstract)

The objectives of this study were to figure out the relationships of factors,
e-quality, interactivity, trust and switching barrier, to affect the online
customers loyalty. Moreover, e-quality was considered because of the problem
of ssability originated from the environment that a lot of information and
products are given at online business. This study employs a survey method to
empirically test the proposed research model. A survey questionnaire was
developed and 100 responses were collected. The data were analyzed using PLS
method, a structural equation modeling method. The results of the study
indicate that e-quality, interactivity, and trust influence switching barrier and
that the switching barrier affects virtual relationship, which has an positive
effect on loyalty. This study provides valuable theoretical and practical
perspectives that e-quality is the most influential factor on virtual relationship
and that, of the three factors of switching barrier, the virtual relationship is the
most effective one to prevent customers online from changing their main online
shop for products.

다국어 초록 (Multilingual Abstract)

The objectives of this study were to figure out the relationships of factors,
e-quality, interactivity, trust and switching barrier, to affect the online
customers loyalty. Moreover, e-quality was considered because of the problem
of ssability originated from the environment that a lot of information and
products are given at online business. This study employs a survey method to
empirically test the proposed research model. A survey questionnaire was
developed and 100 responses were collected. The data were analyzed using PLS
method, a structural equation modeling method. The results of the study
indicate that e-quality, interactivity, and trust influence switching barrier and
that the switching barrier affects virtual relationship, which has an positive
effect on loyalty. This study provides valuable theoretical and practical
perspectives that e-quality is the most influential factor on virtual relationship
and that, of the three factors of switching barrier, the virtual relationship is the
most effective one to prevent customers online from changing their main online
shop for products.

참고문헌 (Reference)

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