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

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

  • Joo, Jae-Woo (College of Business Administration, Kookmin University) ;
  • Kim, Bo-Young (College of Business Administration, Kookmin University)
  • 투고 : 2012.05.02
  • 심사 : 2012.07.12
  • 발행 : 2012.07.31

초록

본 연구는 주식 투자자의 운에 대한 믿음이 주식 투자 서비스에 관한 만족도와 충성도에 영향을 미치는지를 고찰하였다. 구체적으로 본 연구에서는 행운에 관한 비합리적인 믿음을 가진 주식 투자자들이 (예, 나는 운이 좋은 사람이다) 행운에 관한 합리적인 믿음을 가진 주식 투자자들에 비하여 (예, 운은 존재하지 않는다) (1) 온라인 주식투자 서비스에 더욱 만족하며 (2) 온라인 주식 투자 서비스를 더 오래 이용하려 하는지를 검증하였다. 412명의 국내 온라인 주식 투자자들을 대상으로 한 설문조사 결과 본 연구의 두 가설이 지지되었다. 본 연구의 결과는, 기존 연구에서 다루어지지 않은 소비자의 심리적 요인이 서비스에 관한 만족도나 충성도를 결정하는 의미있는 요인임을 밝혀냈으며, 또한 주식 투자 서비스 운영자들에게도 실무적 시사점을 제공하였다는 데에 의의가 있다.

키워드

Rationality;Belief in Good Luck;Satisfaction;Loyalty

과제정보

연구 과제 주관 기관 : Kookmin University

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