온라인 게임 서비스 이용 고객의 전환행동의도에 영향을 미치는 요인
Factors Influencing the Brand Switching Intention in the Online Game Service
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Abstract
Factors Influencing the Brand Switching Intention in the Online Game Service*Choi, Jiho **Cho, Yong-Sang***This research was focused on investigating the factors(alternative attractiveness, switching cost, satisfaction, and subjective norm) to switching behavior intention in online role-playing game context, based on social exchange theory and theory of reasoned action as a theoretical underpinning. The authors test the proposed model using data from 208 users who have experienced online role-playing game. Results show that except switching cost, alternative attractiveness, satisfaction, and subjective norm had a significant effect on switching behavior intention, Finally, theoretical and managerial implications of the findings are discussed.
참고문헌 (14)
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