전자상거래를 이용한 외식업체의 마케팅 요인이 고객몰입에 미치는 영향

The aim of this study is to look into the correlation of the marketing factor of the food-service industry using e-Commerce with customer commitment, and to suggest the improvement direction of e-Commerce which is predicted to boundlessly prosper from now onwards through empirical analysis. The research result revealed that the marketing elements in e-Commerce, i.e. web accessibility, interaction, and price generally had an influence on continuous customer commitment and customer’s emotional commitment in the positive direction. On the other hand, it was found that the more highly a customer perceived the marketing elements in e-Commerce, i.e. web accessibility, interaction, the more influence there was on a customer’s emotional commitment in the positive direction(+), whereas prices were found to have no significant influence on a customer’s emotional commitment. Accordingly, considering the research conclusion obtained through empirical analysis, it is thought that the marketing factors using e-Commerce will be a good guide as customer management level; in addition, this study drew out an implication that e-Commerce itself could potentially do the marketing activity on a large scale. Particularly, the restaurant enterprises using e-Commerce are advised to adopt the method of revitalizing real economy by bringing down their prices and increasing supply through the increase in the number of purchasers.