전자상거래에서 충성고객 가치에 대한 이해: 기대 불일치 이론을 중심으로

Towards Understanding the Value of a Loyal Customer in Electronic Commerce: An Expectation-Disconfirmation Theory

Customers' evaluation of Website with satisfaction is critical in electroniccommerce. Previous research has studied in a distinct approach; especially IT oriented constructs-perceived usefulness, easy of use and marketing oriented constructs-product, shopping experience, service quality. Despite those important previous studies regarding the usage and the purchase of goods and services, how consumers are satisfied and why consumers leave Web sites without purchasing have not been extensively researched. This study explored those determinants of consumer satisfaction with Web site using expectation-disconfirmation theory (EDT). The present paper extends the range of EDT from antecedents of expectation to consequence of satisfaction. The result suggests that experience and familiarity has an impact on expectation as well as perceived performance and satisfaction. Second, higher expectation makes a negative impact on disconfirmation of expectation. Third, positive disconfirmation of expectation makes a positive impact on satisfaction. Forth. satisfaction produces loyalty and repurchasing intention. Finally, loyal customer has stronger intention to repurchase than satisfied customer.