학술논문
e-retailer에 대한 소비자 신뢰가 소비자 거래 비용과 재방문의도 및 고객 충성도에 미치는 영향에 관한 연구
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- 영문명
- The Influence of Consumer Trust on Consumer Transaction Costs, Future Intention and Customer Loyalty in an E-retailer
- 발행기관
- 인하대학교 산업경제연구소
- 저자명
- 김삼희(KIM SAM HEE)
- 간행물 정보
- 『경상논집』經商論集 第22輯 第1號, 117~135쪽, 전체 19쪽
- 주제분류
- 경제경영 > 경제학
- 파일형태
- 발행일자
- 2008.07.30
5,080원
구매일시로부터 72시간 이내에 다운로드 가능합니다.
이 학술논문 정보는 (주)교보문고와 각 발행기관 사이에 저작물 이용 계약이 체결된 것으로, 교보문고를 통해 제공되고 있습니다.
국문 초록
영문 초록
Trust is advocated as the single most important factor for consumers choosing an supplier. To study trust mechanisms underlying consumer-e-retailer exchange relationship. this research takes a new perspective, a perspective directed toward customer retention By bring together three divers approaches-trust literature, global evaluation theory, and transaction costs analysis, this study develops an integrative model of consumer trust in an e-retailer Hypotheses was tested using structural equation modeling, multiple regression analysis, and multiple group analysis Finding of the study imply that consumer trust in an e-retailer derives not only from a consumer's web experience but also from his/her experience outside the web Specifically, a consumer's attitudes toward the key components of his/her entire online purchase experience(ie, website design, fulfillment/reliability, privacy/security, and customer service) constitute the key drivers of consumer trust Findings also indicate that trust is intrinsically beneficial. If a consumer trusts an e-retailer, he/she will come back in the future or even become loyal to the e-retailer Further, findings suggest that though trust has a direct effect on future intentions and loyalty, part of its effect is conditional on its ability to a reduce transaction costs, Additionally, findings of the study imply that as contextual factors, consumer dependence on an e-retailer confounds the effects of trust on future intentions and loyalty, and uncertainty surrounding online transacting environments moderates the effect of trust on future intentions, However, environmental u/ncertainty was not found to confound the effect of trust on loyalty
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구모형 및 설문지 구성
Ⅳ. 실증분석
Ⅴ. 결론
참고문헌
ABSTRACT
키워드
해당간행물 수록 논문
참고문헌
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