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메신저 서비스의 e-애호도 선행변수에 관한 연구: 전환장벽의 조절효과
A study on antecedents of e-loyalty in messenger service : Moderating effect of switching
- 김성호;
- 김규
초록
…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.
키워드
e-loyalty; messenger service; satisfaction; service quality; switching barrier; moderating effect; e-loyalty; messenger service; satisfaction; service quality; switching barrier; moderating effect
- 제목
- 메신저 서비스의 e-애호도 선행변수에 관한 연구: 전환장벽의 조절효과
- 제목 (타언어)
- A study on antecedents of e-loyalty in messenger service : Moderating effect of switching
- 저자
- 김성호; 김규
- 발행일
- 2007
- 저널명
- 인터넷전자상거래연구
- 권
- 7
- 호
- 3
- 페이지
- 379 ~ 404
- 출판사
- 한국인터넷전자상거래학회
- 발행국가
- 대한민국
- 분량
- 26 페이지
- ISSN
- P 1598-1983