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인터넷 오픈마켓의 e-서비스 품질이 지각된 가치, 고객만족 및 e-충성도에 마치는 영향에 관한 연구
A Study on the influence of e-Service Quality of Internet Open-Market as Perceived Value, Customer Satisfaction and e-Loyalty 원문보기

한국산업정보학회논문지 = Journal of the Korea Industrial Information Systems Research, v.15 no.4, 2010년, pp.83 - 101  

김본수 ((주)태암개발) ,  배무언 (인하대학교 경영학부)

초록
AI-Helper 아이콘AI-Helper

인터넷 오픈마켓은 가능성만큼이나 일반 상거래 시장과 차별을 보이며 급격한 성장과 더불어 경쟁이 치열해지고 있다. 이에 따라 인터넷 오픈마켓 기업들은 오프라인 기업과 마찬가지로 경쟁이 치열한 인터넷 오픈마켓 시장에서 생존하고, 나아가 지속적인 이익창출을 통한 성장을 도모하기 위해 소비자들의 e-충성도를 높이기 위한 전략을 수립할 필요가 있다. 이를 위해 본 논문에서는 인터넷 오픈마켓에 대하여 e-서비스 품질이 e-충성도에 영향을 미친다는 결과들을 바탕으로 e-서비스 품질이 지각된 가치, 고객만족 및 e-충성도에 미치는 영향과 그 관계를 확인하는 실증적 연구를 수행하였다. 연구결과 첫째, e-서비스 품질은 지각된 가치와 고객만족에 시스템 이용가능성을 제외한 모든 요소들이 영향을 미치는 것으로 나타났다. 둘째, 매개변수 간 지각된 가치는 고객만족에 유의한 영향을 미치는 것으로 나타났으며, 셋째, 지각된 가치와 고객만족은 e-충성도에 유의한 영향을 미치는 것으로 나타났다. 이러한 결과는 인터넷 오픈마켓 기업들에게 e-서비스 품질, 지각된 가치 및 고객만족에 영향을 미치는 새로운 요인을 지속적으로 발굴하고 향상시켜, 이를 바탕으로 고객의 e-충성도를 향상시키고 충성고객을 확보함으로써, 미래 수익흐름을 지속할 수 있도록 최선을 다해야 한다는 시사점을 제공하고 있다.

Abstract AI-Helper 아이콘AI-Helper

Competition in Internet open-market has become fiercer as much for its growth possibility in differentiating from the general commercial market. For this reason, internet open-market entrepreneurs should make effective strategy in improving customers' e-loyalty to survive in the highly competitive i...

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