전자상점에 대한 신뢰와 전환장벽 조절효과가 밀착성의도에 미치는 영향에 관한 연구 = The Moderating Effects of Switching Barrier of the Relation between Trust toward E-Shops and Intention to Stick

다국어 초록 (Multilingual Abstract)

This study examined whether the moderating effects of internet shopper’s perceived level of switching costs and attractiveness of alternatives in the Internet environments to understand why they switch the e-shops. In order to do that, we consider trust toward e-shop and stickiness intention and switching costs and attractiveness of alternatives as key elements in this study. We further collected 249 survey responses from Internet shoppers who have prior experiences with e-shops to purchase a product or service. The survey data are used to empirically test the proposed research hypotheses using PLS(partial least square). The PLS results indicate that vendor’s ability, site familiarity and online shopping satisfaction have significant impacts on stickiness intention. Further, trust toward e-shop was shown to have significant influence on stickiness intention. Finally, we found that the relationships among them were revealed to be moderated by perceived switching costs and attractiveness of alternatives.

국문 초록 (Abstract)

본 연구는 고객유지차원에서 전자상점을 이용해 본 경험이 있는 소비자들을 대상으로 전자상점에 대해 신뢰할 수 있는 환경에서 소비자들이 인지된 전환비용과 인지된 대안의 매력도를 통해 상황에 따라 실제로 타 업체로의 전환이 이루어지는지를 조사하였다. PLS 분석결과, 신뢰영향요인으로서 전자상점의 능력, 사이트 친밀감, 온라인 쇼핑만족이 전자상점에 대한 신뢰에 긍정적인 영향을 미침을 확인할 수 있었으며, 더불어 신뢰와 밀착성의도 간의 관계가 소비자들이 인지하는 심리적 전환비용과 대안의 매력도로 인해서 상황에 따라 변화함을 확인하였다. 본 연구의 실증결과는 전자상점의 대응방안은 물론 장기적으로 전자 상점의 효율적이고 체계적인 고객 관계 관리구축의 관점에서 시사점을 제공하고 있다.

참고문헌 (Reference)

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2 최재섭, "인터넷쇼핑몰 소비자의 만족도에 관한 연구" 한국유통정보학회지 9 (9): 2006

3 김창호, "인터넷 쇼핑몰의 성공요인에 관한 분석" 한국유통정보학회 4 (4): 2001

4 김종호, "인터넷 쇼핑몰에서의 플로우와 전형성이 밀착도와 충성도에 미치는 영향" 한국마케팅학회 6 (6): 2003

5 정인근, "인터넷 쇼핑몰에서 고객가치와 전환장벽이 재구매의도에 미치는 영향에 관한 연구" 대한경영정보학회지 14 (14): 2004

6 박준철, "인터넷 쇼핑몰 이용자의 고객만족이 신뢰, 몰입, 고객충성행위에 미치는 영향" 대한경영정보학회 13 (13): 2003

7 방호열, "인스턴트 메신저 서비스의 서비스 품질, 전환장벽, 고객만족도가 고객충성도에 미치는 영향에 관한 연구" 한국마케팅관리학회 10 (10): 2005

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