오픈마켓 내 사이트와 개별판매자에 대한 구매자 만족과 충성도의 상호관계에 관한 연구 = A Study on the Relationship between Buyer `s Satisfaction and Loyalty to the Site and the Seller in the Open Market

다국어 초록 (Multilingual Abstract)

The open market is becoming more and more important as an intermediary for both sellers and buyers. Normally in the open market, the larger the pool of sellers and buyers, the greater the bargaining power of the open market site itself. So, the open market site makes a ceaseless effort to increase the pool size of sellers and buyers. On the other hand, if the seller in that open market can create a strong transaction relationship with buyers, the seller in that open market may persuade its buyers to move with it to a lower-cost open market site or to place orders at these lower cost sites to avoid being charged high transaction fees. Therefore, it is important for marketers of the open market site itself and the seller in that open market also to understand the sources of buyer satisfaction and loyalty in order to devise a competitive strategy in the marketplace. In sum, the primary purpose of this paper is to examine the issue of the determinants of buyer satisfaction and loyalty toward open market sites and sellers in that sites. In addition it is also explores the relationship between loyalty toward the open market site and loyalty toward the seller in that site. Accordingly, through the literature review, we first study deep into the e-service quality of the open market site and the seller in that site and the influences of e-service quality on the overall satisfaction. And then we study the perceived value of purchasing from the open market and seller, overall satisfaction and loyalty, specific asset investment and the loyalty of the site itself and the seller in that site. In succession, we provide the conceptual framework and test the model using two-step approach. First, We perform exploratory factor analysis(EFA) and confirmatory factor analysis(CFA) to evaluate constructs validity of the site and seller`s satisfaction and loyalty about interactive relationship with regard to convergent and discriminant validity. After the validity of each construct is established, the variables of each construct are summed and path analysis is performed to test the research hypotheses in the second stage. Finally, we conclude with a discussion of results and marketing implication. In connection with buyer`s satisfaction, e-service quality of site itself with regard to system availability and privacy are significant impact on overall consumer satisfaction and contact and fulfillment also in sellers. Above all, most buyers seem to emphasize the importance of protection of personal information in relation to the invasion of privacy because of more than 10 million personal information exposure of AUCTION in 2008 and the recent same case of HyunDai Capital. Perceived value of purchasing at the site itself and from the sellers is found to affect overall satisfaction. And Specific Asset Investment also has significant impact on the site and sellers in that site. It means that both site and sellers must provide chances for their satisfied buyers to experience more aspects of their services in order to ensure buyer SAI with them. Especially, regarding to the relationship between loyalty toward the open market site and loyalty toward the seller in that site, the results of this study provide more optimistic news for the sellers with connection to the open market sites. That is to say, when a buyer is loyal to a specific seller on the site, she/he will be more likely to stick with the open market site, but in contrast, we can not say that the buyer`s loyalty toward the site has positive effect on the loyalty toward the sellers. Therefore, the sellers on the open market site will take the initiative in negotiating with the sites about charging all the expenses, in reverse, the open market sites should be careful in maintaining and changing the sellers in that open market.

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