인터넷 환경에서 플로우 체험과 몰입이 고객 충성도에 미치는 영향

The Effects of Flow and Commitment on the Customer Loyalty under the Internet Environments

The purpose of this study is to investigate the flow and commitment effects on the customer loyalty. People experience the flow state in sports and dancing, and playing computer games. Commitment creates a stickiness that keeps consumers loyal to a brand. Loyalty is the biased behavioral response expressed over time by some customers with respect to one or more brands. Based on previous literature review, I suggested some hypothesis and research model. The questionnaire was distributed to the Chinese undergraduate students that have experienced and enjoyed MMORPG. Sample size was 251, sampling method was convenient sampling. Data was analyzed the statistical relationships among the variables using the SPSS and AMOS. The measurement model was reliable and valid, and the structural model was very good. Challenge, feedback, and interaction affect the flow state positively. Customer satisfaction and the switching cost affect the customer commitment positively. And the flow and commitment influence the customer loyalty. The contribution of my study is to find the antecedents of flow and commitment, and their influence on the customer loyalty under the internet environments.