쇼핑몰사이트의 디자인만족이 신뢰, 몰입, 충성도에 미치는 영향
Effects of Site Design Satisfaction on Trust, Commitment and Loyalty in Internet Shopping Malls Setting
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참고문헌
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초록
본 연구에서는 인터넷쇼핑몰사이트디자인 구성요소인 콘 텐츠, 구조 및 인터페이스 등에 대한 이용자의 만족이 신뢰, 몰입, 충성도에 미치는 영향력을 확인하고, 또한 사이트디자 인 만족요인별로 충성도 구축과정을 설명하였다. 이를 위해 국내 인터넷쇼핑몰에서 구매 또는 방문 경험이 있는 이용자 를 대상으로 자료를 수집하였으며, AMOS 16.0과 SPSS 19.0 통계패키지를 이용하여 구조방정식모형분석으로 제기된 연 구가설을 검증하였다. 연구결과 인터넷쇼핑몰사이트의 콘텐 츠만족은 신뢰에 영향을 준 반면 인터페이스만족은 몰입과 충성도에 유의한 영향을 주는 것으로 확인되었다. 그러나 구 조만족은 신뢰, 몰입, 충성도 등 어떤 구성개념에도 영향을 주지않는것으로확인되었다. 신뢰, 몰입및충성도간의경 로관계는 상호 간에 모두 유의한 영향을 주는 것으로 확인되었다.
Abstract
This paper is to identifies how website design characte ristics' satisfaction such as contents, structure and interf ace have on effect on trust, commitment and loyalty, and then explains causal relation between trust, commitment and loyalty. A survey study was conducted to collect the data with consumers who have experience purchase or s earch on on-line shopping malls. Analysis of structural equation modeling with AMOS 16.0 and SPSS 19.0 was performed to test the research hypothesis. The results of the study are as follows: It was found that contents satis faction has influences on trust and interfaces satisfaction have effect on both commitment and loyalty. While on th e other, there are no effect on relation between structure s satisfaction, trust, commitment and loyalty. And it foun d out that there are significance relations between trust, commitment and loyalty.
참고문헌 (24)
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