지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2012.12
- 수록면
- 1,173 - 1,184 (12page)
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초록· 키워드
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This study estimates a structural model to examine the causal relationships among web browsing, switching cost, and site retention in the context of apparel shopping website. A total of 499 usable questionnaires were obtained from consumers aged from 20 to 49 years. For data analysis, exploratory factor analysis, confirmatory factor analysis and structural model were used. The result showed that consumer’s perceived switching costs consisted of three factors: relationship cost, search cost and benefit loss cost. In estimated structural model, the relationship cost was influenced by leisure browsing; the search cost was influenced by informational browsing and leisure browsing;the benefit loss cost was influenced by leisure browsing. Especially, the leisure browsing was the most highly related to the benefit loss cost, and followed by relationship cost and search cost. However, hedonic browsing was not significantly related the factors of switching costs. The search costs significantly affected customer’s intentions for site retention. A managerial implication was discussed for e-retailers in order to develop strategic switching costs in building long-term relationships with web browsers on the apparel shopping websites.
목차
Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 결과 및 고찰
Ⅴ. 결론 및 제언
REFERENCES
참고문헌 (41)
참고문헌 신청
1. [학술지(정기간행물)] - Barroso, C / 2012 / Multi-dimensional analysis of perceived switching costs / Industrial Marketing Management 41 (3) : 531 ~ 543
2. [학술지(정기간행물)] - Barton, L. / 2005 / The role of online browsing and prior knowledge on pre-purchase search and purchase behavior / Advances in Consumer Research 32 (1) : 258 ~ 260
3. [학술지(정기간행물)] - Bloch, P. H. / 1983 / Shopping without purchase : An investigation of consumer browsing behavior / Advances in Consumer Research 10 (1) : 389 ~ 393
4. [학술지(정기간행물)] - Bloch, P. H. / 1989 / Extending the concept of shopping : An investigation of browsing activity / Journal of the Academy of Marketing Science 17 (1) : 13 ~ 21
5. [학술지(정기간행물)] - Bucklin, R. / 2003 / A model of web site browsing behavior estimated on clickstream data / Journal of Marketing Research 40 (3) : 249 ~ 267
2. [학술지(정기간행물)] - Barton, L. / 2005 / The role of online browsing and prior knowledge on pre-purchase search and purchase behavior / Advances in Consumer Research 32 (1) : 258 ~ 260
3. [학술지(정기간행물)] - Bloch, P. H. / 1983 / Shopping without purchase : An investigation of consumer browsing behavior / Advances in Consumer Research 10 (1) : 389 ~ 393
4. [학술지(정기간행물)] - Bloch, P. H. / 1989 / Extending the concept of shopping : An investigation of browsing activity / Journal of the Academy of Marketing Science 17 (1) : 13 ~ 21
5. [학술지(정기간행물)] - Bucklin, R. / 2003 / A model of web site browsing behavior estimated on clickstream data / Journal of Marketing Research 40 (3) : 249 ~ 267
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