Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Effect of Trust, Stickiness, and Relationship Commitment on Website Loyalty

소비자의 고객신뢰와 사이트밀착도, 몰입이 웹사이트충성도에 미치는 영향

  • Lee, Ok-Hee (Dept. of Fashion Design, Sunchon National University)
  • 이옥희 (순천대학교 인문예술대학 패션디자인학과)
  • Published : 2009.09.30
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Abstract

This study identifies how website attributes impact consumer loyalty to websites. For this purpose, the study tested covariance of a structural model which set relationships among independent variables (trust and site stickiness), meditated variables (relationship commitment), and dependent variables (website loyalty). The data were collected from a sample of 239 female college internet student shoppers. The covariance structural model and research hypothesis are analyzed using SPSS 16.0 and AMOS 5.0 program. The results are as follows: First, the structural model is significantly accepted. Second, trust and stickiness have a positive influence on the relationship commitment. Third, trust, stickiness, and relationship commitment have a positive impact on website loyalty. Forth, even if stickiness has no positive influence on website loyalty, it has a significant effect on website loyalty through the relationship commitment.

Keywords

References

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