인터넷 쇼핑몰에서의 소비자 충성도(e-충성도) 분석모형

다국어 초록 (Multilingual Abstract)

Considering rapid development of electronic commerce in Korea, it is an important issue to analyze consumers` e-loyalty. Most internet shopping malls have difficulty in retaining their customers due to the severe competition within internet shopping industry. Thus, it can be a effective marketing strategy to make their customers be more loyal. This study investigates the concept of e-loyalty and its determinants, and tries to establish e-loyalty analyzing model. We conceptualize that e-loyalty can be developed as four stages-cognitive, affective, conative and action loyalty-based on Oliver`s theory. To make more effective research model for explaining e-loyalty, our study tries to analyze the influence of key mediating variables and antecedents on e-loyalty. A set of hypotheses is derived and tested based on data collected from consumers who have the purchasing experiences on the internet shopping malls. Path analysis with LISREL program was used for testing the hypotheses. Major findings are as follows: First, shopping satisfaction has significant influence on cognitive, affective, conative loyalty, and merchandise value, service quality and interactivity have positive influence on shopping satisfaction. Especially, we find that the direct effect of shopping satisfaction on cognitive, affective, and conative loyalty are greater than the indirect effect among the each loyalty factors. This finding implies that the shopping satisfaction has a great contribution on the development of e-loyalty and the development of various consumer satisfaction strategies are necessary for internet shopping malls. Furthermore, we find that service quality has greater effect on the shopping satisfaction than merchandise value, and this finding implies that the effort for improving the service quality is important for the internet shopping malls, To improve service quality, system-specific quality factors as well as process-specific quality must be considered altogether. Second, switching cost has significant influence on only conative loyalty, And merchandise value, interactivity and variety seeking tendency have influence on consumer`s switching costs perceptions. Finding that switching cost has influence on such a high level loyalty factor as conative loyalty implies that the establishment of exit barriers by heightening perceived switching cost is important for securing e-loyalty. Furthermore, we find that merchandise value has positive effect both on switching cost and shopping satisfaction. This finding implies that the development strategies of merchandise value be reinforcing the brand loyalty are necessary for securing e-loyalty. And we also find that interactivity has the greatest effect on switching cost. This finding suggest that internet shopping malls should make various communication channels and heighten the bilateral communication quality. And finding that the variety seeking tendency has negative effect on the switching cost implies that the shopping malls should make continuous innovation for their marketing mix. Finally, we find the surprising results that the sequential influence effect among the loyalty factors do not exist in action loyalty but only in other three variables(i.e., cognitive, affective, and conative loyalty). This result contradicts the traditional attitude theory. This result could be interpreted as consumers do not show the strong trust internet shopping malls. Although our research can not show the determinants of action loyalty, the empirical results give both theoretical and managerial implication for managing the consumers` e-loyalty. Limitation and further research issues are also discussed.

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