[시장지향성과 학습지향성이 신제품성과에 미치는 영향에 관한 연구]Switching Barrier or Trust as a way to build e-Loyalty in Internet Markets

• 영문명: [시장지향성과 학습지향성이 신제품성과에 미치는 영향에 관한 연구]Switching Barrier or Trust as a way to build e-Loyalty in Internet Markets
• 발행기관: 한국상품학회
• 저자명: 이동일(Dong-Il Lee) 손창수(Chang-Soo Sohn)
• 간행물 정보: 『한국상품학회 학술발표 논문집』2003년 국제학술발표 논문집, 49~68쪽, 전체 20쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2003.10.01

영문 초록

As the expectation of the e-business has changed to disappointment, many e-business companies are trying to survive in Intemet markets. As a way to survive in the market, they try to build customers’loyalty by emphasizing trust. On the other hand, they are setting up the switching barriers high in order to grab the lock-in customers. But, few studies have empirically conducted the test to verify the fact that trust and switching barriers are the most critical components to build customers’loyalty. This study revealed that trust is the main factor to build customers’loyalty, rather than switching barriers. This study conducted questionnaire survey and structural equation modeling.

목차

[시장지향성과 학습지향성이 신제품성과에 미치는 영향에 관한 연구]Switching Barrier or Trust as a way to build e-Loyalty in Internet Markets

Introduction

Conceptual Framework and Hypotheses

Research Mcthodology and Data Analysis

Discussion

Conclusion

References