The KIPS Transactions:PartD (정보처리학회논문지D)

Korea Information Processing Society (한국정보처리학회)
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A Study on the Effects of Characteristic of Communication on Customer Relationship Development in e-Business - Focused on the Internet Shopping Mall -

e-비지니스의 고객관계 형성에 영향을 미치는 커뮤니케이션 특성에 관한 연구 - 인터넷 쇼핑몰을 중심으로 -

  • 정윤 (한국외국어대 경영학과) ;
  • 황석해 (애드잇정보기술) ;
  • 김효인 (한국오라클 시스템엔지니어)
  • Published : 2002.08.01
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Abstract

This paper propose a communication-based model of relationship marketing and study relationship development between e-business marketing and traditional marketing theory and then show the application of improved relationship marketing model in the e-business. Although e-business already has been an important area, there were so few studies on customer relationship management in e-business. Using the two aspects of communication process and effectiveness at which two precedent effect factors on the trust of customer relationship development and relationship commitment, this paper develop a communication-based model of internet marketing in th e-business.

본 연구는 전통적인 관계마케팅의 기본모형을 보완하여 e-비지니스에 적용 할 수 있는 실행모형을 제시하였다. 인터넷 쇼핑몰을 중심으로 한 고객관계의 특성 및 영향 요인에 대한 실증분석을 하였다. 본 연구에서는 관계형성의 영향요인으로 커뮤니케이션 이론을 적용하였다. 통제 가능한 요인인 커뮤니케이션 특성이 e-비지니스에서 관계의 신뢰와 몰입을 중심으로 장기지향성에 미치는 영향정도를 파악하고자 하였다. 분석 결과 인터넷 쇼핑몰이 제공하는 정보의 질이 좋을수록 고객의 신뢰에 유의한 영향을 미치며 고객에 대한 쇼핑몰의 반응이 좋을수록 고객의 관계몰입에 유의한 영향을 미치는 것으로 나타났다. 또한 고객의 신뢰가 높을수록 관계몰입에 유의한 영향을 미치며 고객의 신뢰와 관계몰입이 높을수록 각각 장기지향성에 유의한 영향을 미치는 것으로 나타났다.

Keywords

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