온라인 게임 서비스 이용 고객의 전환행동의도에 영향을 미치는 요인

Factors Influencing the Brand Switching Intention in the Online Game Service

  This research was focused on investigating the factors(alternative attractiveness, switching cost, satisfaction, and subjective norm) to switching behavior intention in online role-playing game context, based on social exchange theory and theory of reasoned action as a theoretical underpinning. The authors test the proposed model using data from 208 users who have experienced online role-playing game. Results show that except switching cost, alternative attractiveness, satisfaction, and subjective norm had a significant effect on switching behavior intention, Finally, theoretical and managerial implications of the findings are discussed.