The Formation Process of Customer Loyalty in Internet Shopping Mall focused on the Comparison of General Merchandise with Specialized Internet Shopping Mall

인터넷 종합쇼핑몰과 전문쇼핑몰에서의 고객애호도 형성과정에 관한 연구

The main purpose of this study is to conceptualize and investigate the relationship between customer satisfaction and the linking variables of customer loyalty in internet shopping mall including general merchandise and specialized online mall. To achieve this objective, the study tries to validate the structural equation model and causal relationships among the model's elements involving customer satisfaction, customer trust, customer attitude, relationship involvement, and customer loyalty. The same research model was used in analysing general merchandise and specialized internet shopping mall to reveal and compare the casual path constructs. Empirical findings are as follows: First, all the hypothesis concerned with internet merchandise shopping mall were accepted but the direct effects between satisfaction $\Rightarrow$ loyalty and satisfaction $\Rightarrow$ attitude rejected in case of specialized internet shopping mall. Second, I found out that there were direct or indirect relationships between the mediating variables(satisfaction, attitude, involvement) and site trust and customer loyalty irrespective of internet shopping site patterns. In Particular, the direct effects of on customer loyalty showed the difference each other, but the indirect effects through satisfaction, attitude, or relationship involvement were all accepted. This means that the proper management concerned with indirect path is probably more important for the success of all kinds of internet shopping mall. The implications of this research may be summarized as follows. First, click and mortar companies should clearly understand and articulate the key requirements of shopping mall trust and satisfaction. Second, online companies are encouraged to establish linkage including trust, positive attitude, relationship involvement in order to foster customer loyalty. Third, companies are not only required to differentiate the internet marketing strategy adapting to the patterns of internet shopping mall but also to customize the interaction strategy in the formation process of customer loyalty.

본 연구의 주요목적은 쇼핑몰사이트를 전문쇼핑몰과 종합쇼핑몰로 구분하고 각 쇼핑몰에서의 고객만족과 신뢰이후 고객애호도 형성프로세스를 규명하는 것이다. 기존 연구를 통해 연구모형과 그에 따른 연구가설을 수립하고 구조방정식 모형을 통해 관련된 가설을 검정하였다. 종합인터넷쇼핑몰과 전문인터넷쇼핑몰에서의 경로분석 결과의 차이를 분석하고 그에 따른 실무적 시사점을 모색했다. 인터넷 쇼핑몰의 형태에 관계없이 만족과 신뢰 형성이후 태도와 관계몰입을 통해서 고객애호도로 이어지는 관계마케팅적인 연결프로세스 관리가 매우 중요함을 알 수 있었다. 세부적으로는 고객 만족과 고객충성 및 고객만족과 태도의 프로세스 형성에 있어서 전문쇼핑사이트가 종합쇼핑사이트보다 고객애호도 형성프로세스에 보다 장기간의 노력과 투자가 요구됨을 확인할 수 있었다.