[시장지향성과 학습지향성이 신제품성과에 미치는 영향에 관한 연구]Switching Barrier or Trust as a way to build e-Loyalty in Internet Markets

[시장지향성과 학습지향성이 신제품성과에 미치는 영향에 관한 연구]Switching Barrier or Trust as a way to build e-Loyalty in Internet Markets

As the expectation of the e-business has changed to disappointment, many e-business companies are trying to survive in Intemet markets. As a way to survive in the market, they try to build customers’loyalty by emphasizing trust. On the other hand, they are setting up the switching barriers high in order to grab the lock-in customers. But, few studies have empirically conducted the test to verify the fact that trust and switching barriers are the most critical components to build customers’loyalty. This study revealed that trust is the main factor to build customers’loyalty, rather than switching barriers. This study conducted questionnaire survey and structural equation modeling.