Journal of Korea Society of Digital Industry and Information Management (디지털산업정보학회논문지)
- Volume 5 Issue 4
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- Pages.213-229
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- 2009
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- 1738-6667(pISSN)
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- 2713-9018(eISSN)
DOI QR Code
The Relationship among Web Design, e-Satisfaction, e-Loyalty, and Customer Defection
웹디자인, e-만족, e-충성도, 고객이탈 간의 관계에 관한 연구
- Received : 2009.08.07
- Accepted : 2009.08.31
- Published : 2009.12.30
Abstract
The purpose of this paper is to identify the relationship among five factors of web design, e-satisfaction, e-loyalty, and customer defection and provide the implications of marketing strategies in online shopping. The research findings are as follows: first, ease of use of web design affects positively e-satisfaction more than the other factors except financial security. Second, e-satisfaction affects positively e-loyalty. Third, e-satisfaction does not affect customer defection. Fourth, informativeness, styling, ease of use, and trust of web design affect indirectly e-loyalty by mediating e-satisfaction. Therefore, because there is a good circular relationship among web design, e-satisfaction, and e-loyalty, it is very important to enhance web design for customers. When customers satisfy highly with the factors of web design, e-loyalty is higher and customer defection is lower. Further, in a curriculum of web design it is needed to reflect the findings of this paper.