인터넷 쇼핑몰에서 인지된 관계투자가 고객의 행동충성도에 미치는 영향에 관한 연구
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Purposes of this study were : First, to review current situation of internet shopping in Korean and existing researches on internet shopping. Second, to review various factors having a effect on the consumer's Behavioral Loyalty in internet shopping. Third, the research model based on past research, to determine relation marketing tactics have impact on consumer perceptions of relation investment by internet shoppingmall Fourth, to provide empirical evidence for perceived relation investment have impact on relation quality and ultimately consumer's behavior loyalty. Fifth, to elicit internet shopping factors to maximize the behavior Loyalty in internet shopping from results of this study. Results of this study : First, direct mail of internet shoppingmall should be a strong precursor for consumer perceptions of relationship investment. Second, interpersonal communication have a significant effect on perceived relationship investment. Third, tangible rewards have a significant effect on perceived relationship investment. Fourth, perceptions of relationship investment factors had a significant effect on the relationship quality statistically based on the result of verifying the relationship between perceived relationship investment and relationship quality. fifth, the result of verifying the relationship quality(trust, relationship commitment and satisfaction) have a significant effect on consumer's behavior Loyalty. Marketing implications of this study are following. First, Internet shoppingmall should develop customer's database system for e-mail which is appropriate consumer's needs. Second, Internet shoppingmall should increase the chance of Interpersonal communication(ex. internet cafe or internet BBS), that makes a perceived relationship investment and enhance relationship quality. Third, Internet shoppingmall should increase the volume of tangible rewards which is valuable for customer. that makes a perceived relationship investment and enhance relationship quality. Fourth, perceived relationship investment enhance relationship quality. So internet shoppingmall have to develop the customer's database system And that makes available to serve a customer adapt easily to all circumstance. Fifth, relationship quality dimension(trust, relationship commitment and satisfaction) make purchase intension as behavioral outcomes of relationship. So internet shoppingmall should establish using various marketing tactic. These increse trust, relationship commitment, and satisfaction. Limitations of this study are following : First, we used the limited data because of the poor development of internet shopping in Korea. Second, we chose customers using the internet shopping certain Ineternet shoppingmall provide. So it's difficult to generalize the result of this study. And the study on customers who don't use the internet shopping is needed. Third, we was dependent on the horizontal method. So it's difficult to expect the future based on the trend of past and present time. Fourth, we used only questionnaires to collect the basic data, so it's hard to do the research objectively. So face-to face interview is needed to overcome the limitation of questionnaire.