Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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A Study of the Effects of the Customer Value and Switching Barriers on the Repurchase Intention in Internet Shopping Malls

인터넷 쇼핑몰에서 고객가치와 전환장벽이 재구매 의도에 미치는 영향에 관한 연구

  • 정인근 (한국외국어대학교 경영학과) ;
  • 박창준 (과학기술정책연구원)
  • Published : 2004.03.31
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Abstract

The purpose of this study is to propose and test a model of customer retention in Internet shopping malls when switching barriers and comprehensive customer value exist in terms of economic and experiential aspects. The literature about customer retention propose that switching barriers are important factors other than satisfaction influencing customers' intention to remain with a specific supplier. The switching barriers mean anything that makes customers' defection difficult or costly and are consisted of perceived switching costs, attractiveness of alternatives and virtual relationships. The Customer Value Scale by Mathwick(2001) is applied to this study as economic value, shopping efficiency, service excellence, aesthetic appeal and playfulness(Zeithaml, 1988; Holbrook, 1994). The analyses showed partial support for the affirmative effect of customer values and switching costs and full support for the affirmative Influence of satisfaction on repurchase intention in the Internet shopping mall environment. But the attractiveness of alternatives and virtual relationship did not have a significant Influence like the result of Jones(1998)'s study of the service industry.

Keywords

References

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