The analysis Influencing Mobile Channel Loyalty using a Transaction Cost Theory

장성희; 정희

Journal of The Korea Society of Computer and Information

Abbr : JKSCI
2009, 14(10), pp.149-157
Publisher : The Korean Society Of Computer And Information
Research Area : Computer Science

장성희 ¹ , 정희 ²

¹ 진주산업대학교
² 진주산업대학교

ABSTRACT

This study aims to empirically examine the factors influencing mobile channel loyalty. This study has been reviewed various theoretical research relating to mobile channel loyalty and transaction cost theory. The model was tested Structural Equation Modeling(SEM) using AMOS 7.0 analysis on the sample collected from 240 respondents. The result of hypothesis testing is as follows. First, asset specificity, uncertainty and transaction frequency were influenced by chanel satisfaction. Second, asset specificity was influenced negatively by chanel preference. Third, chanel satisfaction was influenced positively by chanel preference. Finally, chanel satisfaction and chanel preference were influenced positively by chanel loyalty.
KEYWORDS

모바일(Mobile) , 채널충성도(Chanel Loyalty) , 채널만족(Chanel Satisfaction) , 채널선호(Chanel Preference) , 거래비용이론(Transaction Cost Theory)
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