The Relationship Between Belief In Luck of Stock Traders and Satisfaction and Loyalty of Stock Trading Services

주식 투자자의 운에 대한 믿음과 주식 투자 서비스에 관한 만족도, 충성도 간의 관계에 관한 연구

  • Joo, Jae-Woo (College of Business Administration, Kookmin University) ;
  • Kim, Bo-Young (College of Business Administration, Kookmin University)
  • Received : 2012.05.02
  • Accepted : 2012.07.12
  • Published : 2012.07.31


We investigate whether the belief in good luck of stock traders influences their satisfaction with and their loyalty to a stock trading service. In particular, we tested whether the online stock traders who have irrational beliefs in good luck (e.g., I am a lucky person) (1) are satisfied with their online stock trading service more strongly and (2) stay with it longer than the online stock traders who have rational beliefs in good luck (e.g., luck does not exist). We have tested satisfaction, loyalty, and belief in good luck among 412 online stock traders and tested our two hypotheses. Our findings contribute to the academic research on service satisfaction and loyalty as well as provide implications to online stock trading service providers.


Rationality;Belief in Good Luck;Satisfaction;Loyalty


Supported by : Kookmin University


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