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A Study on the Affecting Factors and Effects of Switching Costs in On-line shopping mall

온라인 쇼핑몰 전환비용의 영향 요인과 효과에 관한 연구

  • Han, Pil Koo ;
  • Kang, Seong Chul (SK C&C) ;
  • Jun, Byoung Ho
  • 한필구 (한국관세무역개발원 AEO 지원센터) ;
  • 강승철 ;
  • 전병호 (서울여자대학교 교양대학)
  • Received : 2011.08.01
  • Accepted : 2011.09.03
  • Published : 2011.09.30

Abstract

Long-term customer retention strategies with switching cost is very important for gaining a competitive advantage in on-line shopping mall environment. The purpose of this study is to investigate the affecting factors of switching cost in terms of on-line shopping mall's quality and the effects of it on customers' behavior moderating commitment. According to the result, information quality and customized information were found to be significantly related to social switching cost, and also royalty program and product differentiation were found to be significantly related to lost benefit cost and procedural cost respectively. When it comes to the relationship between switching cost and commitment, results shows that social switching cost is not significantly related to affective commitment. Lost benefit cost and procedural cost, however, were found to be significantly related to affective commitment and calculative commitment respectively. Finally, affective commitment was found to bolster repurchase intention and control negative WOM, and calculative commitment was found to bolster both repurchase intention and negative WOM.

Acknowledgement

Supported by : 서울여자대학교

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