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• 영문명: Factors Influencing the Brand Switching Intention in the Online Game Service
• 발행기관: 한국상품학회
• 저자명: 최지호(Choi Jiho) 조용상(Cho Yong-Sang)
• 간행물 정보: 『상품학연구』제24권 제3호, 277~296쪽, 전체 20쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2006.12.01

영문 초록

  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.

목차

Ⅰ. 서론
Ⅱ. 문헌고찰 및 연구가설
Ⅲ. 실증연구
Ⅳ. 결론
참고문헌
Abstract

키워드

online game switching behavior alternative attractiveness switching cost satisfaction subjective norm social exchange theory