e-CRM 구성요인이 관계품질, 지각된 전환비용 및 지속된 이용의도에 미치는 영향

초록

This study examines the components in e-CRM that would significantly affect on the relationship with perceived relationship quality and switching cost that will ultimately lead to the continued usage intention in the Internet shopping environment. To do that, questionnaire survey was conducted to target samples ages between 20~30 years old who had previous Internet shopping experiences. Total of 243 valid sample data were used to test study hypotheses. The result indicate that the information provision seems to be the most effective influencer among e-CRM components to perceived relationship quality, perceived switching cost, and continued usage intention on the site, followed by interaction and frequent flyer programs, perhaps. The contribution of the study is in exploration of significance in e-CRM components that would directly bring about repetitive visits and also indirectly via perceived relationship quality and perceived switching cost.

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