Journal of Korea Society of Digital Industry and Information Management (디지털산업정보학회논문지)

Korea Society of Digital Industry and Information Management (디지털산업정보학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Affecting Factors and Effects of Switching Costs in On-line shopping mall

온라인 쇼핑몰 전환비용의 영향 요인과 효과에 관한 연구

  • Received : 2011.08.01
  • Accepted : 2011.09.03
  • Published : 2011.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

Long-term customer retention strategies with switching cost is very important for gaining a competitive advantage in on-line shopping mall environment. The purpose of this study is to investigate the affecting factors of switching cost in terms of on-line shopping mall's quality and the effects of it on customers' behavior moderating commitment. According to the result, information quality and customized information were found to be significantly related to social switching cost, and also royalty program and product differentiation were found to be significantly related to lost benefit cost and procedural cost respectively. When it comes to the relationship between switching cost and commitment, results shows that social switching cost is not significantly related to affective commitment. Lost benefit cost and procedural cost, however, were found to be significantly related to affective commitment and calculative commitment respectively. Finally, affective commitment was found to bolster repurchase intention and control negative WOM, and calculative commitment was found to bolster both repurchase intention and negative WOM.

Keywords

Acknowledgement

Supported by : 서울여자대학교

References

  1. 통계청, "2010년 4/4분기 전자상거래 및 사이버쇼핑 동향 조사," 2010.
  2. 신일순, "인터넷 비즈니스의 전환비용 측정 및 결정 요인 분석," 정보통신정책학회지, 제10권, 제1호, 2003, pp. 95-123.
  3. Keaveney, S., "Customer switching behavior in service industries: an exploratory study," Journal of Marketing, Vol. 9, No.2, 1995, pp. 71-82.
  4. Jones, T, O. & Sasser, W. E. J., "Why Satisfied Customers Defect," Harvard Business Review, Vol. 73, No.1, 1995, pp. 88-89.
  5. Reichheld, F. F., "Learning from Customer Defections," Harvard Business Review, Vol. 58, No.3, 1996, pp56-69.
  6. 신창훈 . 양윤옥 . 한상린, "인터넷 쇼핑몰의 지각된 개인화와 전환장벽의 충성도에 미치는 영향", 한국마케팅관리학회지, 제13권, 제1호, 2008, pp. 23-43.
  7. Jones. M. A., Mothersbaugh, D. L., & Beatty. S. E., "Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes," Journal of Business Research, Vol. 55, No.6, 2002, pp. 441-450. https://doi.org/10.1016/S0148-2963(00)00168-5
  8. White, L. & V. Yanamandram, "Why Customer stay: Reason and Consequence of Inertia in Financial Service," Managing Service Quality, 2004, Vol. 14, No. 2/3, pp. 183-194. https://doi.org/10.1108/09604520410528608
  9. Jones. M. A., Reynolds. K. E., Mothersbaugh, D. L., & Beatty, S. E., "The Positive and Negative Effects of Switching Costs on Relational Outcomes," Journal of Service Research, Vol. 9, No.4, 2007, pp. 335-355. https://doi.org/10.1177/1094670507299382
  10. 김상훈, 하이테크 마케팅, 박영사, 서울, 2004.
  11. Lovelock, C. H. & Wirtz, Services Marketing: People, Technology, Strategy, 5th ed., New Jersey: Prentice Hall, 2004.
  12. 이호배 . 장주영, "온라인 멤버쉽이 몰입과 일체감의 매개를 통해서 고객 애호도에 미치는 영향," 한국경영학회지, 제31권, 제3호, 2002, pp. 787-815.
  13. Basal, H. P., Gregory I., & Shirley F. T., "A Three-Component Model of Customer Commitment to Service Providers," Journal of the Academy of Marketing Science, Vol. 32, 2004, pp. 234-50. https://doi.org/10.1177/0092070304263332
  14. Fullerton, G., "When does commitment lead to loyalty?," Journal of Service Research, Vol. 5, No. 4, 2003, pp. 333-44. https://doi.org/10.1177/1094670503005004005
  15. Gruen, T., Summers, J., & Acito, F., "Relationship marketing activities, commitment and membership behaviors in professional associations," Journal of Marketing, Vol. 64, No. 3, 2000, pp. 34-49. https://doi.org/10.1509/jmkg.64.3.34.18030
  16. Moorman, C., Zaltman, G., & Deshpande, R., "Relationships between providers and users of marketing research: the dynamics of trust within and between organizations," Journal of Marketing Research, Vol. 29, 1992, pp. 314-29. https://doi.org/10.2307/3172742
  17. Fornell, C., "A National Customer Satisfaction Barometer: The Swedish Experience," Journal of marketing, Vol. 56, 1992, pp. 6-21. https://doi.org/10.2307/1252129
  18. Beggs, A. & Klemperer, P., "Multi-period Competition with Switching Costs," Econometrica, Vol. 60, No.3, 1992, pp. 651-666. https://doi.org/10.2307/2951587
  19. 곽준식, "마일리지 보상방법(즉각적 보상 vs. 점진적 보상)이 점포전환에 미치는 영향: 매몰비용효과를 중심으로," 한국소비자학회지, 제19권, 제1호, 2008, pp. 149-167.
  20. 김대환, "여행사 웹사이트의 신뢰형성 요인이 전환 태도와 전환행동에 미치는 영향에 관한 연구," 한국경제통상학회지, 제23권, 제2호, 2005, pp. 145-171.
  21. 노승훈 . 탁동일 . 김진영, "이동통신 서비스의 로열티 프로그램이 전환비용 및 고객유지에 미치는 영향," 한국서비스경영학회지, 제9권, 제1호, 2007, pp. 147-179.
  22. 안운석 . 최동춘, "온라인 쇼핑몰에서의 관계효익과 고객충성도의 구조적 관계: 고객가치, 신뢰, 전환비용의 매개적 역할 중심으로," 대한경영학회지, 제19권, 제4호, 2006, pp. 1461-1483.
  23. 이정란 . 윤남수 . 김명성 . 이용기, "인터넷쇼핑몰에서 기업의 관계노력이 관계품질, 전환비용과 고객충성도에 미치는 영향," 한국전자상거래학회지, 제6권, 제4호, 2005, pp. 49-70.
  24. DeLone, W. H., and McLean, E. R., "Measuring E-Commerce Success: Applying the DeLone & McLean Information Systems Success Model," International Journal of Electronic Commerce, Vol. 9, No. 1, 2004, pp 31-47.
  25. Klemperer, P., "Markets with Switching Costs," The Quarterly Journal of Economics, Vol. 102, 1987, pp. 375-394. https://doi.org/10.2307/1885068
  26. Burnham, T. A., Frels, J. K. & Mahajan, V., "Consumer Switching Costs: A Typology, Antecedents, and Consequences," Journal of the Academy of Marketing Science, Vol. 31, No.2, 2003, pp. 109-126. https://doi.org/10.1177/0092070302250897
  27. Thibaut, J. W. & Kelly, H. H., The Social Psychology of Groups, New York: Wiley, 1959.
  28. Rusbult, E., "Commitment and satisfaction in romantic associations: A test of the investment mode," Journal of Experimental Social Psychology, Vol. 16, No.2, 1980, pp. 172-186. https://doi.org/10.1016/0022-1031(80)90007-4
  29. Moorman, C., Zaltman, G., & Deshpande, R., "Relationships between providers and users of marketing research: the dynamics of trust within and between organizations," Journal of Marketing Research, Vol. 29, 1992, pp. 314-29. https://doi.org/10.2307/3172742
  30. Morgan, R., & Hunt, S., "The commitment-trust theory of relationship marketing." Journal of Marketing. Vol. 58, No.2, 1994, pp. 20-38. https://doi.org/10.2307/1252266
  31. 정기호 . 박준철 (2007), "인터넷 쇼핑몰 이용자의 신뢰, 몰입이 고객 충성 행위에 미치는 영향," 한국인터넷전자상거래학회지, 제7권, 제1호, 2007, pp. 1-28.
  32. DeLone, W. H., and McLean, E. R., "Information systems success: The quest for the dependent variable," Information Systems Research, Vol. 3, No. 1, 1992, pp. 60-95. https://doi.org/10.1287/isre.3.1.60
  33. Mothersbaugh, D. L. & Beatty, S. E., "Switching Barriers and Repurchase Intension in Services," Journal of Retailing. Vol. 76, No.2, 2000, pp. 259-274. https://doi.org/10.1016/S0022-4359(00)00024-5
  34. 추순진 . 김상헌, "인터넷 쇼핑환경에서의 다차원적 관계몰입이 고객의 미래이용의도에 미치는 영향에 관한 연구," 한국경상학회지, 제21권, 제4호, 2003, pp. 253-278.
  35. 변현수, "인터넷 사용자의 신뢰, 충동, 몰입이 쇼핑몰 방문후 결과에 미치는 영향," 대한경영학회지, 제21권, 제4호, 2008, pp. 1523-1542.
  36. Bendapudi, N. &Berry, L. L. (1997), "Customer's motivations for maintaining relationships with service providers," Journal of Retailing. Vol. 73, No. 1, 1997, pp. 15-37. https://doi.org/10.1016/S0022-4359(97)90013-0
  37. Verhoef, P. C., Philip H. F., & Janny, C. H., "The effect of relational constructs on customer referrals and No of services purchased from a multiservice provider: Does age of relationship matter?," Journal of the Academy of Marketing Science, Vol. 30, No.3, 2002, pp. 202-216. https://doi.org/10.1177/0092070302303002
  38. Hirschman, A., Exit, Voice, and Loyalty: Responses to decline in firms, organizations, and states, Cambridge, MA: Harvard University Press. 1970.
  39. Lohse, G. L. & Spiller. P., "Internet Retail Stores Design : How to User Interface Influence on Traffic and Sales," Journal of Computer Mediated Communication, Vol. 5, No.2, 1999.
  40. Fornell, C. & Larker, D. F., "Evaluating structural equation models with unobservable variables and measurement error," Journal of Marketing Research, Vol. 18(February), 1981, pp. 39-50. https://doi.org/10.2307/3151312
  41. Hair, J. A., R. E. Anderson, R. L. Tatham, & W. C. Black, "Multivariate data analysis(5th edition)," New Jersey: Prentice Hall, 1998.
  42. 배병렬, 구조방정식모델을 위한 SIMPLIS 활용과 실습, 서울: 청목출판사, 2004.
  43. Bassellier, G., I, Benbasat, & B. H. Reich, "The influence of business managers' IT competence on championing IT," Information Systems Research, Vol. 14, No.4, 2003, pp. 317-336. https://doi.org/10.1287/isre.14.4.317.24899
  44. 박종순 . 이종만, "소비자의 혁신성이 모바일 광고 수용에 미치는 영향에 관한 연구," 디지털산업정보학회지, 제6권, 제2호, 2010, pp. 209-224.
  45. 전병호 . 한필구 . 강병구, "인터넷 뱅킹의 이용에 영향을 미치는 요인 연구," 디지털산업정보학회지, 제6권, 제3호, 2010, pp. 279-295.