Considering rapid development of Internet Portal Site Contents in Korea, it is an important issue to analyze consumers’ satisfaction and e-loyalty. This research develops, and empirically test a model for explaining/predicting the satisfaction and e-loyalty with internet-based Electronic Trade Site. This paper describes a theoretical model for investigating the Satisfaction and e-Loyalty of the Electronic Trade Site. This study investigates the concept of the satisfaction, e-loyalty in Electronic Trade Site and its determinants, and tries to establish e-loyalty analyzing model. The model of the satisfaction, e-loyalty electronic trade site is tested here using data from 158 samples. Based on the research model, a comprehensive set of hypotheses is formulated and a methodology for testing them is outlined. some of the hypotheses are tested empirically to demonstrate the applicability of the theoretical model. In examining the relationships of the determinants factors, service quality satisfaction show in significantly by Reliability, Information Provided, Trustworthiness, Convenience, International of contents but that show in not significantly by Interaction. In addition, Electronic Trade site retention shows indirect effect between customer satisfaction and referral. Although our research can not show the determinants of e-loyalty in the electronic trade site the empirical result give both theoretical and managerial implication for managing the consumers’ satisfaction and e-loyalty in electronic trade site.
Ⅱ. 개인홈피의 이론적 고찰
Ⅲ. 연구모형 및 가설 설정