온라인 멤버쉽이 몰입과 일체감의 매개를 통해서 고객 애호도에 미치는 영향

The purpose of this study is to show how the on-line memberships affect customer loyalty through the mediating role of identification and three components of commitment which are continuance commitment, normative commitment, and affective commitment. The hypotheses were tested with the on-line members of mobile telephone users. The results of hypotheses are as follows. First, mediating variables such as affective, normative commitment and identification influenced on customer loyalty of off-line companies.Second, on-line membership holding period was has no influence on the mediating variables. But the contact frequency and duration per contact influenced on commitment and identification significantly. On the other hand, the participation activity which was expected as the most decisive factor appeared to influence on normative commitment only.