의류쇼핑 웹사이트 전환비용과 사이트 유지의 구조모델

Abstract

This study estimates a structural model to examine the causal relationships among web browsing, switching cost, and site retention in the context of apparel shopping website. A total of 499 usable questionnaires were obtained from consumers aged from 20 to 49 years. For data analysis, exploratory factor analysis, confirmatory factor analysis and structural model were used. The result showed that consumer's perceived switching costs consisted of three factors: relationship cost, search cost and benefit loss cost. In estimated structural model, the relationship cost was influenced by leisure browsing; the search cost was influenced by informational browsing and leisure browsing; the benefit loss cost was influenced by leisure browsing. Especially, the leisure browsing was the most highly related to the benefit loss cost, and followed by relationship cost and search cost. However, hedonic browsing was not significantly related the factors of switching costs. The search costs significantly affected customer's intentions for site retention. A managerial implication was discussed for e-retailers in order to develop strategic switching costs in building long-term relationships with web browsers on the apparel shopping websites.