B2C 환경에서 e-고객충성도의 영향요소 탐색에 관한 연구: 웹사이트 요소, e-고객만족도/신뢰, 전환비용을 중심으로

The Internet allows firms to serve customers more effectively than ever before. In the B2C context, we examine the interrelationships among web site factors, e-satisfaction/trust, e-loyalty, and switching costs. The authors extend prior research by incorporating these constructs into a more holistic conceptual framework. This study answers three research questions: Will the three components of web site factors (communication, transaction, and customization) have a significant effect on e-loyalty through e-satisfaction/trust? Do e-satisfaction/trust mediate e-loyalty? Finally, do switching costs have a moderation effect between e-satisfaction/trust and e-loyalty? The authors examine data from customers who have booked hotel accommodations online. The results support our hypotheses and confirm both the mediation role of e-satisfaction/trust and the moderation role of switching costs. Conceptually, this study provides an empirical validation of web site factors, e-satisfaction/trust, and loyalty linkage. On the managerial level, this research provides insights into critical drivers of loyalty in the emerging online marketplace.