초록 열기/닫기 버튼
The purpose of this research was to create and test a model of website loyalty formation in the hospitality industry. To address the problem of identifying what constitutes website loyalty, a structural model was developed based on a literature review. The structural model was tested in a study that involved 384 participants with high-level Internet skills. Data analysis indicated that: (1) web customer satisfaction is a key determinant of website loyalty; (2) web customer satisfaction has two determinants-information quality satisfaction and system quality satisfaction; (3) the information quality satisfaction formation process follows an expectancy-disconfirmation paradigm-in examining website loyalty, web customers' expectations for information quality must be satisfied; (4) regarding system quality, the expectation-disconfirmation-satisfaction route was not confirmed-system quality creates an attitude toward the website before web customers perceive information, with this process following a performance-based paradigm. Possible interpretations and managerial implications are suggested.
키워드열기/닫기 버튼
웹사이트 충성도, 웹 고객만족, 구조방정식모델링, 기대-불일치 패러다임
