고객화 혜택, 확신적 혜택, 경제적 혜택이 오픈마켓에서의 이탈의도와 충성도 유지에 미치는 영향

초록

The current study investigates such relationship benefits from on-line open market as personalized service, confidence, and time & monetary savings(i.e. economic) have effects on consumers’ loyalty and or the intention to terminate the relationship. This causal relationship is mediated by commitment and switching barriers. Study samples composed of ages between 20s and 30s who have prior experiences in open market purchases. Total of 283 valid data were collected and analyze. The results indicated confidence and economic benefits showed significance on commitment. The confidence benefits showed significance on switching barriers. The commitment showed significance on loyalty and switching barriers but not on the intention to exit from the purchasing site. The switching barriers showed significance on loyalty but not on the intention to break away from the purchasing site. Confidence benefit is considered as most significant factor to maintain long-term relationship with consumers in open market. Even if switching barriers are formed, consumers won’t terminate business relationship with existing open market. Instead, they create new relationship with another. This is attributable to invigoration of price comparison sites, which consumers constantly compare lowest prices on target product they are about to consume. Consequently, managers in open market should consider other strategies of service benefits to consumers than just low pricing strategy to keep incoming visitors to revisit.

키워드