오픈마켓에서 관계혜택이 몰입과 이탈의도 및 충성도에 미치는 영향에 관한 연구

Abstract

The current study looks at how relationship benefits consumers receive in on-line open market purchases, such as social opportunity, personalized service, and time and monetary savings, can influence on customer's loyalty or the intention to alienate. This causal relationship is mediated by commitment. To explore the idea, we have chosen study participants ages between 20s and 30s who have prior exposures in open market purchases. A valid 302 questionnaire data were collected and used for analyses. The results indicated all relationship benefits showed significance on commitment. The commitment showed significance on loyalty but not on the intention to break away from the purchasing site. The social opportunity and economic benefits showed significance on break away. socialization, On looking at the mediating effect, social opportunity, personalized service influenced loyalty through commitment. In the relationship between commitment and loyalty, we've looked at the regulatory focus by comparing two groups; prevention-oriented focus group and promotion-oriented focus group. The former showed stronger tie. Overall, the economic benefits(time and money) was found to be the most significant factor in strengthening long term relationship between consumers and open markets. It was interesting to note consumer's ambivalent attitude toward relationship in which consumers are ever-ready to break away from their favorite sites, while they have no intention to terminate the relationship with drop once in a while sites.