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온라인 쇼핑몰 전환비용의 영향 요인과 효과에 관한 연구

A Study on the Affecting Factors and Effects of Switching Costs in On-line shopping mall

전병호|한필구|강승철
(사)디지털산업정보학회 (The Korea Society of Digital Industry and Information Management)|2011.09|(사)디지털산업정보학회 논문지 (Journal of the Korea Society of Digital Industry and Information Management)|제7권 제3호|pp. 137-150

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참고문헌

키워드

Switching CostCommitmentOn-line Shopping Malls’ QualityCustomers’ Behavior

초록

Long-term customer retention strategies with switching cost is very important for gaining a competitive advantage in on-line shopping mall environment. The purpose of this study is to investigate the affecting factors of switching cost in terms of on-line shopping mall’s quality and the effects of it on customers’ behavior moderating commitment. According to the result, information quality and customized information were found to be significantly related to social switching cost, and also royalty program and product differentiation were found to be significantly related to lost benefit cost and procedural cost respectively. When it comes to the relationship between switching cost and commitment,results shows that social switching cost is not significantly related to affective commitment. Lost benefit cost and procedural cost, however, were found to be significantly related to affective commitment and calculative commitment respectively. Finally, affective commitment was found to bolster repurchase intention and control negative WOM, and calculative commitment was found to bolster both repurchase intention and negative WOM.

Abstract

Long-term customer retention strategies with switching cost is very important for gaining a competitive advantage in on-line shopping mall environment. The purpose of this study is to investigate the affecting factors of switching cost in terms of on-line shopping mall’s quality and the effects of it on customers’ behavior moderating commitment. According to the result, information quality and customized information were found to be significantly related to social switching cost, and also royalty program and product differentiation were found to be significantly related to lost benefit cost and procedural cost respectively. When it comes to the relationship between switching cost and commitment,results shows that social switching cost is not significantly related to affective commitment. Lost benefit cost and procedural cost, however, were found to be significantly related to affective commitment and calculative commitment respectively. Finally, affective commitment was found to bolster repurchase intention and control negative WOM, and calculative commitment was found to bolster both repurchase intention and negative WOM.

참고문헌 (45)

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