메신저 서비스의 e-애호도 선행변수에 관한 연구: 전환장벽의 조절효과

Abstract

…The purpose of research is to analyze relationship of service quality, satisfaction, e-loyalty and switching barriers. To accomplish object of this study, I suggest the research model. I conduct questionnaire survey to analyze research model. Throughout analyzing 710 respondents. The results are as follow. First, tangibility, customization, service continuance and information providing significantly affects character identification. Second, Satisfaction influence e-loyalty positively. Third, continuous cost, exploring cost, learning cost, initial cost, contract cost and attractiveness of alternatives make moderating effect in relationship of satisfaction and e-loyalty.