인터넷 쇼핑몰의 지각된 개인화와 전환장벽이 충성도에 미치는 영향

초록

The purpose of this study is to find out the influence of the personalization on switching barrier. Recently, as the number of internet shopping mall users has been rapidly growing, shopping is changing from off-line to on-line. This situation implies that personalized quality service can exert influence on creating profits. Thus, this study applied the concept of personalization proposed by Allen, Kania and Yeachel (1998) and expanded the work of Jones et. (2000). The research model has been composed of 5 independent variables (personalized experience, personalized information, personalized service, personalized community and personalized cross & up selling), parameters (switching costs, attractiveness of alternatives, virtual relationship), and a dependent variable (loyalty).To implement the study, the following activities have been done: literature reviews on personalization, switching barriers and loyalty, suggestion of the research model, questionnaire survey and hypothesis test. As the results of the study, personalization is expected to have effect on switching barrier to raise loyalty for the retention of existing customers. However, personlized information and community lowers switching barrier. It is necessary for internet shopping mall to provide its personlized information with a feature and to develope its personalized community space. Accordingly, this study will give internet shopping mall marketers valuable insight into marketing strategies.

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