e-marketplace 이용기업의 만족이 신뢰와 다차원적 관계몰입에 미치는 영향

The Effect of E-Marketplace Usage Company Satisfaction on Trust and Multidimensional Relationship Commitment

  본 연구는 e-marketplace에 대해 기업이 지각하는 만족이 신뢰, 다차원적 관계몰입(감정적몰입, 지속적몰입, 규범적몰입)에 영향을 미칠 수 있음을 제안하고 이를 실증 분석하였다. 전체적으로 제안모델은 수용할만한 자료적합도를 보여 주었으며, 제시한 4개의 가설 모두가 유의한 것으로 나타났다. 그리고 간접효과를 분석한 결과 만족이 신뢰를 통해서 다차원적 관계몰입(감정적몰입, 지속적몰입, 규범적몰입)에 간접적인 영향을 미치는 것으로 나타났다.

  As the interest in the business-to-business electronic commerce is increasing, many companies are participating in the business-to-business e-marketplaces. As a result, it is important to develop understanding of behaviors of firms that use these e-marketplaces. For this purpose, e-marketplace usage company satisfaction is proposed to affect trust and consequently to influence multidimensional relationship commitment(affective commitment, continuance commitment, normative commitment). This study, which used data from participating in the business-to-business e-marketplace companies, showed acceptable data-fit of proposed model and supported all of research hypotheses. The empirical results indicated that company satisfaction take significant effect on trust, and the trust in turn have strong influence on multidimensional relationship commitment(affective commitment, continuance commitment, normative commitment). It was confirmed that trust variable is effective mediator linking company satisfaction and multidimensional relationship commitment(affective commitment, continuance commitment, normative commitment). In depth discussion on implications, limitations, and future research directions were supplied.