Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of the Service Quality, WOM(aternote), and Ruputation of On-line Shopping-Mall on the Trust and Loyalty

온라인 쇼핑몰에서의 서비스품질과 구전, 명성이 쇼핑몰 신뢰도와 충성도에 미치는 영향

  • Suh, Hyun-Suk (Dept. of Business Administration Chung-Ang University) ;
  • Heu, Ju-Hee (Dept. of Business Administration Chung-Ang University) ;
  • Na, Youn-Kue (Dept. of Business Administration Chung-Ang University)
  • 서현석 (중앙대학교 경영학과 마케팅) ;
  • 허주희 (중앙대학교 경영학과 마케팅) ;
  • 나윤규 (중앙대학교 경영학과 마케팅)
  • Received : 2008.02.25
  • Accepted : 2008.10.22
  • Published : 2008.10.31
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Abstract

This research investigated the factors that effect on the trust and loyalty in on-line shopping mall and analyzed a structural relationship of these variables. The variables are service quality, information quality of on-line WOM(afternote), reputation of on-line shopping mall. The Instrument dimensions of service quality are tangibles, responsiveness, assurance, diversity goods and price fairness. The Instrument dimensions of information quality of on-line WOM(afternote) are usefulness, abundance, accuracy and specialty. The Instrument dimensions of reputation of on-line shopping mall are cognizance and comment. The results by LISREL are as follows : There are 7 factors that effects on trust and loyalty. These are tangibles, responsiveness, assurance and price fairness of instrument dimensions of service quality, usefulness, specialty of instrument dimensions of information quality of on-line WOM, cognizance of the Instrument dimensions of reputation of on-line shopping mall. Specially, there are significant point that usefulness and specialty of afternote which can contact easily in on-line shopping mall effect on the trust and loyalty in on-line shopping mall.

Keywords

References

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