온라인 비관계의도 모형 개발

Abstract

CRM are expanding rapidly. As a result, CRM is a popular initiative within the marketing field largely because in the long run, customer retention costs significantly less as compared to new customer development, which in turn translates to enhanced profitability. Although numerous academic studies offer a positive portrait of the effect of customer relationship management on firm performance, some researchers have questioned its value in the context of online retailing. For example, Fournier, Dobscha, and Mick(1998) observed that practitioners fail to understand that many consumers are not interested in relational advances and actively seek to avoid building relationships with the companies who continue to blindly pursue them. In line with this observation, a better understanding of negative relationship factors is essential for online B2C relationship, but unfortunately, such a research is still limited. Based on the theoretical lack of online CRM, first, this study focuses on an empirical test of the non-relationship model proposed by Noble and Phillips(2004), Journal of Retailing. Second, Noble and Phillips’ model have built the relationship hindrance model with four themes, whereas in this study the authors investigate the non-relationship intention model with a modified model that is made up upkeep, time/benefit, and personal loss themes. Finally,we test that such three themes affect non-relationship intention. Four different business contexts were utilized for data collection because these business industries(clothing, book, electronic, and travel industries) are rated among the top five product or service categories purchased via the Internet. The data used in this study were collected in South Korea from real online purchasing consumers in 2009. Self-administered surveys were distributed to 250 online consumers and took park in 213 respondents. After accounting for sample bias and missing data, this study used a total of 201 questionnaires,which represent a 80.4% response rate. The findings show that the proposed model with three themes is established for the validity of the proposed model through reliability, EFA, and CFA. The result indicates that the first research objective is successfully obtained. With respect to second and third questions,both upkeep and personal loss themes are statistically significant, but interestingly, time/benefit themes are insignificant. In terms of second and third research objectives, more specifically, we test the non-relationship intention model as to how our proposed model explains consumers’ non-relationship intentions in the context of Korean e-commerce. Both upkeep themes and personal loss themes are statistically significant in this study, but interestingly, time & benefit themes are insignificant. In line with this observation, the conclusions are arrived as follows. First, Korean online consumers do not want to have a relationship with a particular website, particularly when the website requires some vexatious and troublesome process. Second, consumers are reluctant to have a relationship with websites when a special issue is directly related to their personal loss. Third, consumers do not want to have any relationship with websites when they feel that the relationship requires a huge amount of time and offers unclear benefits. In particular,the last issue is critical when marketers plan to make a solid online CRM framework. The primary contribution of the current study lies in the exclusion of time/benefit themes as a sub-dimension of non-relationship intention model. The empirical findings allow one to the similarities between non-relationship intention and its dimensions. Since Novel and Phillips(2004) propose four dimensions of relationship hinderance, research focusing on these proposed dimensions is in its stage of infancy. Accordingly, a mount of research is required to further reveal online consumer behavior, particularly in the context of online relationship formation. Finally, these results, and their implications, along with avenues for further research are also elaborated in this research.