품질경영학회지 (Journal of Korean Society for Quality Management)

  • 제35권4호
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  • Pages.123-139
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  • 2007
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  • 1229-1889(pISSN)
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  • 2287-9005(eISSN)
한국품질경영학회 (Korean Society for Quality Management)
권호 표지

온라인 커뮤니티의 상호작용성 구성요인이 관계품질과 고객총성도에 미치는 영향에 관한 연구

The Effect of Components of Interactivity on Satisfaction, Trust, Commitment and Loyalty in Online Community

  • 발행 : 2007.12.31
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초록

This study was to investigate the structural relationships between component of interactivity, satisfaction, trust, commitment and loyalty in online community. For these purpose, the author developed several hypotheses and collected the data from 241 users of online community. The results was as follows. First, Interactivity had a significantly positive direct effect on satisfaction. Second, Interactivity had a positive indirect effect on trust. Third, Satisfaction had a significantly positive effect on trust and trust had a significantly positive effect on commitment. Finally, Satisfaction and trust had a significantly positive effect on loyalty. At the end of this paper, the managerial and theoretical implications, limitations and further research directions were suggested.

키워드

참고문헌

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