인터넷 쇼핑몰 이용자의 가상점포 평가기준에 따른 관계몰입이 미래행동의도에 미치는 영향

Abstract

The purpose of this study was to examine the effect of relationship commitment on the female customer?s future behavioral intention in relation to the criteria of evaluating cyber stores in internet shopping malls. This study used questionnaire and judgment sampling to survey consumers who have bought products in internet shopping malls. The respondents were 329 women from their twenties to fifties. The data were analyzed by factor analysis, cluster analysis, ANOVA, regression and Duncan test. The results were as follows:1. The evaluative criteria of cyber stores were product characteristics of the store, convenience and trust, and promotion and information provision. 2. There were significant differences in relationship commitment among groups according to differences of cyber store evaluation criteria. 3. The dimensions of relationship commitment were affective commitment, calculus commitment and normative commitment.4. Relationship commitment was found to have a significant effect on the customer?s future behavioral intention. Especially, affective commitment was shown to have a significant effect on the future behavioral intention.