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초록
영어
Online to offline is a new business mode combining the online shopping and the front line transactions. No previous studies have simultaneously examined these variables as antecedents of e-loyalty intention or the possible relationships among them within O2O platform. Our paper has examined the effects of inertia; perceived ease of use, customization and quality of offering on the consumer’s switching costs. These findings provide a theoretical foundation for academics and also practical guidelines for service providers in dealing with the promotion of loyalty at O2O platforms.
목차
Abstract
1. Introduction
2. Theoretical Background
2.1. Switching Bost
2.2. E-loyalty
3. Research Model and Hypothesis
3.1. Inertia
3.2. Perceived Ease of Use
3.3. Special Treatment Benefits
3.4. Customization
3.5. Quality of Offering
3.6. Loyalty to Platform
4. Research Design and Methodology
4.1. Measurement Development
4.2. Survey Procedure
5. Data Analysis and Results
5.1. Measurement Model Development
5.2. Goodness Fit of Structural Godel
6. Discussion and Implications
6.1. Implications for Research
6.2. Implications for Practice
7. Limitation and Suggestions
Acknowledgement
References
1. Introduction
2. Theoretical Background
2.1. Switching Bost
2.2. E-loyalty
3. Research Model and Hypothesis
3.1. Inertia
3.2. Perceived Ease of Use
3.3. Special Treatment Benefits
3.4. Customization
3.5. Quality of Offering
3.6. Loyalty to Platform
4. Research Design and Methodology
4.1. Measurement Development
4.2. Survey Procedure
5. Data Analysis and Results
5.1. Measurement Model Development
5.2. Goodness Fit of Structural Godel
6. Discussion and Implications
6.1. Implications for Research
6.2. Implications for Practice
7. Limitation and Suggestions
Acknowledgement
References
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