온라인 식품 구매에 영향을 미치는 전환비용에 관한 연구 : 오픈마켓을 중심으로

[Purpose] Consumers' food purchases through the Internet are increasing, and among them, the proportion of food purchases in open market is increasing. Therefore, an empirical analysis was conducted on the causal relationship between the open market usage characteristics, switching costs, and purchasing attitudes when purchasing food from the open market. [Methodology]Open market usage characteristics consisted of diversity of product, price discount, and website reputation. Also, switching costs was divided into economic, time, and psychological dimensions, and purchasing attitude was composed of satisfaction, trust, and purchasing intention. [Findings] First, there was a positive (+) effect in the relationship between diversity of product and psychological switching costs, and website reputation and economic and psychological switching costs. Second, a positive (+) effect was shown in the relationship between economic and psychological switching costs and satisfaction and trust. [Implications] There is a theoretical difference from previous studies in that the switching costs was divided into three dimensions and examined how each causal relationship appeared. In addition, it can be seen as having practical significance in that consumer marketing strategies and sales plans should be established by focusing on the variable of ‘website reputation’.