오픈마켓에서의 웹사이트 품질과 관계요인이 관계의 질, 전환장벽 및 재구매의도에 미치는 영향에 관한 연구

초록

This study examines website quality and relationship factors as antecedents of relationship quality, and its pathways to switching barriers and repurchase intention in open market. Total of 251 valid study samples who had purchase experience in G-market for last three months were participated. The results indicated the significant relationships showed between system quality and relationship quality, between bonding, empathy to relationship quality, and finally between relationship quality to switching barrier and repurchase intention. No significance was found between switching barrier and repurchase intention. Based on the empirical analyses, the customers tend to consider speed and security of the website as top priority for choosing as purchase site. Also, relationship quality comes before EDLP. Therefore having firm relationship among seller, buyer, and operator of the open market site vastly recommended.

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