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The Impact of Online Shopping Platform Characteristics on Customer Loyalty : The Moderating Roles of Generation and Involvement

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  • 발행기관
    한국콘텐츠산업학회 바로가기
  • 간행물
    콘텐츠와산업 KCI 등재 바로가기
  • 통권
    제7권 제4호 (2025.08)바로가기
  • 페이지
    pp.161-168
  • 저자
    Jung, Hayeon, Kim, Subin, Eom, Hyobin, Kim, Woohyuk
  • 언어
    영어(ENG)
  • URL
    https://www.earticle.net/Article/A472282

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원문정보

초록

영어
This study explores the relationship between the characteristics of online shopping platforms and customer loyalty, with a focus on the moderating effects of involvement and generation. A survey was administered to 250 individuals who had utilized online shopping platforms within the previous three years. The collected data were subjected to frequency analysis, exploratory factor analysis, reliability testing, correlation analysis, as well as multiple and hierarchical regression analyses. The findings reveal that Price Reasonableness, Transaction Security, Ease of Use, and Customer Service Quality positively and significantly influence customer loyalty. Additionally, involvement was found to exert a direct positive effect on customer loyalty. Furthermore, this study examined the moderating role of involvement in the relationship between online shopping platform characteristics and customer loyalty through hierarchical regression analysis. The results offer valuable insights for marketing strategies, emphasizing the importance of fostering customer involvement through personalized content and value-centric communication to enhance customer loyalty.

목차

Abstract
I. Introduction
II. Literature Review
1. Characteristics of Online Shopping Platforms
2. Customer Loyalty
3. Involvement
4. Generation
III. Methodology
IV. Results
1. Sample Characteristics
2. Exploratory Factor Analysis
V. Results
1. Research Hypotheses Impact of Online Shopping Platform Characteristics on Customer Loyalty
2. Moderating Effect of Involvement
3. Moderating Effect of Generation
VI. Discussion
Reference

키워드

online shopping platform customer loyalty involvement generation characteristics

저자

  • Jung, Hayeon [ Student, Department of Consumer Science, Incheon National University ] 1st author
  • Kim, Subin [ Student, Department of Consumer Science, Incheon National University ] co-author
  • Eom, Hyobin [ Student, Department of Consumer Science, Incheon National University ] co-author
  • Kim, Woohyuk [ Associate Professor, Department of Consumer Science, Incheon National University ] Corresponding Author

참고문헌

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간행물 정보

발행기관

  • 발행기관명
    한국콘텐츠산업학회 [Korean Contents and Industry Association]
  • 설립연도
    2019
  • 분야
    복합학>학제간연구

간행물

  • 간행물명
    콘텐츠와산업 [Journal of Contents and Industry]
  • 간기
    격월간
  • pISSN
    2765-317X
  • 수록기간
    2019~2026
  • 등재여부
    KCI 등재
  • 십진분류
    KDC 600 DDC 700

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