인터넷쇼핑 산업의 고객충성도 향상을 위한 개인화 서비스 전략과 인터넷 사용 경험의 효과에 관한 연구 - 고객충성도의 개념적 정의에 따른 효과의 차이에 관하여

The Empirical Study on Strategy of Personalized Service for Improvement of Customer Loyalty and Effect of Internet Usage Experience in Internet Shopping Industry

  The main effect of price sensitivity and personalized service on the customer loyalty in the Internet shopping industry is verified by this empirical study. Also the moderating effects of these two factors on the customer loyalty are verified in this study. The effect of price sensitivity decreasing the customer loyalty is weakened by the positive effect of personalized service. The attempt to know the effect of Internet usage experience on the customer loyalty is done in this study and the main effect of Internet usage experience on the customer loyalty is proved. The moderating effect of this factor is also proved by the empirical analysis. The customers having affluent Internet experience show that their customer loyalties can be increasing by the increased Internet flow level obtained during navigating Internet shopping mall.