CAJ | 학술논문

通过以图书在线消费者为样本进行实证分析，研究网络环境下的顾客忠诚度影响因素和作用机制。在已有文献基础上，构建了图书在线消费者忠诚度影响因素的结构方程模型，涉及因素包括网络书店感知质量、网络书店品牌、顾客满意度、信任和转换成本。研究发现在网络购书过程中，满意度对消费者忠诚度的影响最大，其次是网络书店品牌，最后是转换成本；网络书店的感知质量不直接影响消费者忠诚度，而是通过满意度来影响忠诚度；信任对消费者忠诚度的影响并不显著。基于此，对进一步提升图书在线消费者忠诚度提出了相关建议，并总结了研究局限和后续研究方向。
통과이도서재선소비자위양본진행실증분석，연구망락배경하적고객충성도영향인소화작용궤제。재이유문헌기출상，구건료도서재선소비자충성도영향인소적결구방정모형，섭급인소포괄망락서점감지질량、망락서점품패、고객만의도、신임화전환성본。연구발현재망락구서과정중，만의도대소비자충성도적영향최대，기차시망락서점품패，최후시전환성본；망락서점적감지질량불직접영향소비자충성도，이시통과만의도래영향충성도；신임대소비자충성도적영향병불현저。기우차，대진일보제승도서재선소비자충성도제출료상관건의，병총결료연구국한화후속연구방향。
The authors carry out research on influencing factors and mechanism of consumers＇ loyalty in online service environment by the empirical analysis on the online book consumers. Based on the existing literature, the structural equation model of influencing factors of online book consumers＇ loyalty is constructed, including factors such as perceived quality of online bookstore, online bookstore brand, customers＇ satisfaction, trust and switching cost. It is found in the study that satisfaction has more effect on consumer loyalty in the network shopping process than the network bookstore brand and the conversion cost; the perceived quality of network bookstores does not directly affect the consumers＇ loyalty, but through the influence of satisfaction on loyalty; trust does not have the significant effect on consumers＇ loyalty. Consequently, the related suggestions on how to promote online book consumers＇ loyalty are proposed and limitations and future research direction are summarized.