중국 인터넷쇼핑몰 구매자들의 웹사이트 요인과 e-신뢰, e-만족이 e-충성도에 미치는 영향: 전환비용의 조절효과를 중심으로

The objectives of this study are identify significant antecedents of trust and satisfaction and examine direct effects as well as the moderating effects of switching costs on the relationship between trust and satisfaction and loyalty based on buyers of Chinese internet shopping mall. The questionnaire was collected by personal interview. A total of 403 completed questionnaires were collected. Confirmatory factor analysis was conducted to test the validity of the measurement model, and the structural model also was analyzed to examine the associations hypothesized in the research model. This study uses AMOS program to investigate the research model. This research confirms the significant positive effects of trust and satisfaction on website factors and indicates positive effects between trust and satisfaction and loyalty. It is interesting that switching costs play the significant moderating effect on the trust and satisfaction-loyalty link. Thus an online shopping mall provider can enhance customer loyalty by satisfying three functions and consequently building trust and satisfaction. Finally, this study suggests the implications of these findings and offer directions for future research.