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온라인소비자들의 가치, 신뢰, 만족, 몰입 및충성도간의 구조적 관계에 관한 연구

A Study on Structural Relationships among Value, Trust, Satisfaction, Commitment and Loyalty of Online Consumers

박성규|박영봉
한국소비문화학회|2005.09|소비문화연구 (Journal of Consumption Culture)|제8권 제3호|pp. 43-61

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참고문헌

키워드

가치충성도신뢰satisfaction만족몰입trustvalueloyaltycommitment

초록

본 연구는 온라인 상황에서 신뢰의 중심적 역할을 고려하여 가치, 신뢰, 만족, 몰입 및 충성도간의 관계에 영향을 미치는 구조적 관계를 조사하고자 한다. 즉, 지각된 가치가 신뢰와 만족에 어떤 영향을 미치는지, 신뢰가 만족, 몰입 및 충성도에 어떤 영향을 미치는지, 만족이 몰입에 그리고 몰입이 충성도에 어떤 영향을 미치는지를 조사하였다. 본 연구의 결과는 지각된 가치는 신뢰와 만족에, 신뢰는 만족, 몰입 및 충성도에, 만족은 몰입에, 몰입은 충성도에 통계적으로 유의한 양의 관계가 있는 것으로 나타났다. 이러한 결과를 바탕으로 온라인 소매상을 위한 시사점을 제공하였으며, 또한 연구의 한계점과 미래연구방향을 제시하였다.

Abstract

This study is an empirically validation of existing theories into the emerging e-commerce context. This study investigated the structural relationships among value, trust, satisfaction, commitment and loyalty on the basis of previous studies. The data was analyzed by reliability, factor analysis and Structural Equation Model using SPSS program. The results suggest that value had positive effects on trust and satisfaction, trust had positive effects on satisfaction, commitment and loyalty, satisfaction had positive effects on commitment, and commitment had positive effects on loyalty. These findings also provide several implications for the e-marketing strategy in e-commerce context. However, this empirical study has several limitations that can be addressed in the future research.

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