고객만족과 웹사이트 애호에의 영향요인

The Effect of Perceived Value and Subjective Ambivalence on Customer Satisfaction and Web-site Loyalty

이 연구는 전자상거래 사이트를 이용하는 고객을 상대로 하여 고객만족과 고객애호에 영향을 미치는 지각된 가치, 양면성 그리고 타성을 구성개념으로 하여 공분산 구조분석을 실시하여 이들 개념간 관계의 방향과 정도를 파악하고자 하는 것이다. 밝혀진 것은 ①지각된 가치는 고객만족에 긍정적으로 작용하고, ②고객만족은 고객애호와 타성에 긍정적으로 작용하나, ③양면성은 고객만족에 부정적으로 작용한다는 것이다. 그리고 ④전자상거래에서 타성과 고객만족이 애호에 미치는 직접적 효과는 거의 대등하다는 것이다. 다른 연구에서와 달리 이 연구에서는 양면성과 애호간에 의미 있는 관계를 발견하지 못 하였다.

The objective of this study is to reveal the impact of perceived value, subjective ambivalence, and inertia on customer satisfaction and loyalty. Perceived value has positive effects on customer satisfaction, inertia, and web-site loyalty. Inertia is found to have effects on web-site loyalty about as much as of customer satisfaction. Subjective ambivalence is found to have independent and direct negative effects on customer satisfaction as it was proved in previous study. Subjective ambivalence is not as statistically significant as it was in Jonas, Broemer, and Diehl's study (2000). The direct effect of ambivalence on customer satisfaction is negative(γ= - .22, p= .00). The direct and total effect of perceived value on customer satisfaction is positive and strong (γ= .62, p= .00). The direct effect of perceived value on loyalty is not statistically significant but the indirect effect is significant and positive(γ= .36, p= .00). The effect of customer satisfaction on inertia is positive(β= .36, p= .00). The direct and indirect effect of customer satisfaction on loyalty are respectively positive(β= .38, p= .00; β= .20, p= .00), and the total effect is, of course, positive and strong( .58). The effect of inertia on loyalty is positive(β= .40, p= .00). Moreover, the direct effect of inertia and customer satisfaction are about the same(customer satisfaction → loyalty β= .38, inertia → loyalty β= .39). The results of the study underscore the importance of inertia and of taking ambivalence into consideration when measuring satisfaction and modeling satisfaction-loyalty relationships.