홈트레이딩시스템 (HTS)의 서비스품질과 이용경험이 애호도에 미치는 영향
The influence of service quality and using experience on royalty in home trading system (HTS)
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This study investigated the effect of service quality and using experience on a royalty in a electronic commerce. Expecially, used HTS （Home Trading System of securities companies）as a online service system. HTS (Home Trading System) is a electronic commerce system of securities companies that is a most progressive tool of it. Almost securities companies are offering these typical trading system, because it is a required factor for a competitive position in their compound market. This paper made hypotheses of five cases, and collected some data through survey questionnaire for an analysis of actual proof. For attaining the object of this research, used a structure equation modeling, and found that almost paths of the research model are supported among the service quality, using experience, involvement and royalty. This study could provide academic and managerial implications in a electronic commerce business.
Abstract
This study investigated the effect of service quality and using experience on a royalty in a electronic commerce. Expecially, used HTS （Home Trading System of securities companies）as a online service system. HTS (Home Trading System) is a electronic commerce system of securities companies that is a most progressive tool of it. Almost securities companies are offering these typical trading system, because it is a required factor for a competitive position in their compound market. This paper made hypotheses of five cases, and collected some data through survey questionnaire for an analysis of actual proof. For attaining the object of this research, used a structure equation modeling, and found that almost paths of the research model are supported among the service quality, using experience, involvement and royalty. This study could provide academic and managerial implications in a electronic commerce business.
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