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[학술저널]

  • 학술저널

고객관계 성향을 중심으로

채진미(한성대학교)

UCI(KEPA) : I410-ECN-0101-2013-592-001198721

초록

This study examined the influence of fashion product consumer"s relationship benefit on relationship quality in the internet shopping mall. Also consumer"s relationship benefit perception and relationship quality are identified in terms of consumer"s relationship tendency(relationship period, relationship intensity). Survey research was conducted from November 1, 2011 to November 12, 2011 in people living in Seoul and other metropolitan areas who had purchased fashion products in the internet shopping mall. 620 useful data were analyzed by factor analysis, reliability analysis, multiple regression, t-test, ANOVA and duncan test using SPSS 17.0. The results were as follows: Relationship Benefit perceived by fashion product consumer was categorized into three factors including “economic benefit”, “psychological benefit”, “informational benefit”. Each factor of relationship benefit had a significant influence on customer satisfaction, trust, and commitment. As for consumer"s relationship benefit perception according to the relationship period for internet shopping mall, the consumer who had used the internet shopping mall longer perceived relationship benefit factors higher than shorter using consumer. As for relationship quality, there was a significant difference only in customer satisfaction according to consumer"s relationship period for internet shopping mall, Relationship benefit factors and relationship quality showed significant differences according to the degree of relationship intensity perceived by consumer in the internet shopping mall.

목차

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 결과 및 논의
Ⅴ. 결론 및 제언
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