포털사이트 품질이 고객의 신뢰도와 e-충성도에 미치는 영향에 관한 연구 (A Study on the Effect of Portal Sites Quality on Customer's Trust and e-Loyalty)

서지정보

· 발행기관 : 한국경영공학회
· 수록지 정보 : 한국경영공학회지 / 15권 / 1호 / 169 ~ 188페이지
· 저자명 : 이순형, 문종범, 이동명, 유왕진

초록

Finding the factors to affect the success of the portal sites is critical to enhance their competitiveness. The purpose of this study was to explore and verify these factors influencing portal site customer's trust and e-loyalty. It also aimed to reveal and test the close relationship between the trust in a portal site and the degree of loyalty to it. Based on the literature reviews, this paper categorizes these factors into four quality measures: system, information, service and security. There were 174 questionnaires used for the main part of the analysis, collected from internet users.
The results of this study are as follows. First, it showed that system quality and security quality have significant effect on customer trust and e-loyalty. But information quality and service quality were insignificant factors influencing portal site customer's trust and e-loyalty. Second, specifically, this study revealed that customer's e-loyalty to portal sites is closely linked to the levels of trust.

영어초록

Finding the factors to affect the success of the portal sites is critical to enhance their competitiveness. The purpose of this study was to explore and verify these factors influencing portal site customer's trust and e-loyalty. It also aimed to reveal and test the close relationship between the trust in a portal site and the degree of loyalty to it. Based on the literature reviews, this paper categorizes these factors into four quality measures: system, information, service and security. There were 174 questionnaires used for the main part of the analysis, collected from internet users.
The results of this study are as follows. First, it showed that system quality and security quality have significant effect on customer trust and e-loyalty. But information quality and service quality were insignificant factors influencing portal site customer's trust and e-loyalty. Second, specifically, this study revealed that customer's e-loyalty to portal sites is closely linked to the levels of trust.

참고자료

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