웹사이트 사용자 환경이 인터넷 점포 충성도에 미치는 영향에 대한 연구

The Study on the Effect of Website User Environment on Internet Store Loyalty

As the expectation of the e-business has changed to disappointment, many ebusiness companies are trying to survive in Internet markets. As a way to survive in the market, they try to build customers' loyalty of Internet stores by emphasizing trust. On the other hand, they are improving the characteristics of Internet stores by focusing on website design and ease of web use. But, few studies have empirically conducted the test to verify the fact that trust is the critical component to build customers' loyalty. This study revealed that trust is the main factor to build customers' loyalty and that website design and ease of web use can explain trust. This study conducted questionnaire survey and structural equation modeling.