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인터넷 쇼핑몰 소비자의 관계혜택 지각이 관계의 질과 충성도에 미치는 영향

The Influence of Consumer’s Relationship Benefit Perception on the Relationship output in Internet Shopping Mall

채진미
한국의류산업학회 (The Society of Fashion and Textile Industry)|2013.06|한국의류산업학회지 (The Korean Fashion and Textile Research Journal)|제15권 제3호|pp. 371-380

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참고문헌

키워드

충성도신뢰satisfaction만족trustloyalty관계혜택relationship benefit
주제분류생활과학

초록

The purpose of this study is to investigate the effect of consumer’s relationship benefit perception on consumer’s relationship quality and loyalty in internet shopping mall. The survey was limited to the respondents over 20years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaire was collected from November 1, 2011 to November 12, 2011. The structural equation model was constructed to verify hypotheses and 562 useful data were analyzed using SPSS 17.0 and AMOS 19. The results of this study were as follows: First, consumer’s relationship benefit perception was classified into economic benefit, psychological benefit,and informational benefit. Second, economic benefit and psychological benefit had a significantly positive effect on consumer’s satisfaction and trust. Also both benefit dimensions showed a stronger effect on satisfaction than on trust. Third, informational benefit showed a significantly positive effect only on trust. Finally, consumer's satisfaction affected loyalty via trust more strongly than consumer's satisfaction affected loyalty directly. It suggested that internet shopping mall marketers need to provide the strategic method to make consumers have a trust for the internet shopping mall.

Abstract

The purpose of this study is to investigate the effect of consumer’s relationship benefit perception on consumer’s relationship quality and loyalty in internet shopping mall. The survey was limited to the respondents over 20years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaire was collected from November 1, 2011 to November 12, 2011. The structural equation model was constructed to verify hypotheses and 562 useful data were analyzed using SPSS 17.0 and AMOS 19. The results of this study were as follows: First, consumer’s relationship benefit perception was classified into economic benefit, psychological benefit,and informational benefit. Second, economic benefit and psychological benefit had a significantly positive effect on consumer’s satisfaction and trust. Also both benefit dimensions showed a stronger effect on satisfaction than on trust. Third, informational benefit showed a significantly positive effect only on trust. Finally, consumer's satisfaction affected loyalty via trust more strongly than consumer's satisfaction affected loyalty directly. It suggested that internet shopping mall marketers need to provide the strategic method to make consumers have a trust for the internet shopping mall.

참고문헌 (53)

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