본 연구는 일반적으로 오프라인 유통경로를 중심으로 진행된 관계해지의 연구를 온라인 쇼핑몰시장에 확장하여 적용하였다. 관계해지의 차원을 소비자측면과 시장경쟁구조적 측면을 동시에 고려하여 관계해지의 결정요인을 연구하여 개념을 확장하였다. 소비자 관련 변수와 시장경쟁구조관련 변수로 나누어서 연구한 결과, 소비자 관련변수인 플로우는 전환장벽과 지각된 네트워크외부성에 유의한 영향을 미치는 것으로 나타났으며, 소비자의 지각된 안전성이 높을수록 관계 해지의도가 감소하는 것으로 나타났다. 시장경쟁구조관련변수로서 전환장벽과 지각된 네트워크 외부성은 한계적으로 관계해지의도에 유의한 영향을 미치는 것으로 나타났다.

While the existing researches on dissolution have been conducted mainly focusing on off-line distribution routes, this study expanded and applied it into the online-shopping mall market. This study considered two aspects of dissolution dimensions at the same time such as the consumer and the market-structural aspects, investigated the determinants of dissolution and expanded their concept. After conducting the research by separating the variables into consumer related and market-related, it has been shown that flow, a consumer variable, had a significant effect on switching barriers and perceived network externality and the higher perceived safety the consumers had, the lower their intention of dissolution was. Meanwhile, the market-related variables, switching barriers and perceived network externality, had marginal and significant effects on the intention of dissolution.

While the existing researches on dissolution have been conducted mainly focusing on off-line distribution routes, this study expanded and applied it into the online-shopping mall market. This study considered two aspects of dissolution dimensions at the same time such as the consumer and the market-structural aspects, investigated the determinants of dissolution and expanded their concept. After conducting the research by separating the variables into consumer related and market-related, it has been shown that flow, a consumer variable, had a significant effect on switching barriers and perceived network externality and the higher perceived safety the consumers had, the lower their intention of dissolution was. Meanwhile, the market-related variables, switching barriers and perceived network externality, had marginal and significant effects on the intention of dissolution.

, , , ,

dissolution, flow, switching barriers, perceived network externality, safety.