SNS 충성도에 영향을 미치는 요인에 관한 연구

Abstract

Customer loyalty in on-line context could be determined not only by voluntary factors butalso by involuntary factors. Even though customer doesn’t satisfy with certain technologyand service, customer loyalty could be fostered by involuntary factors such as network effect,bonds, and switching cost. The purpose of this study is to investigate the determinants of customer loyalty onSNS in terms of voluntary and in voluntary factors. Based on prior studies onsatisfaction and customer loyalty, usability and familiarity were identified as voluntaryfactors and network effect, bonds, and switching cost were identified as involuntaryfactors. Through the empirical study of 199 survey of SNS users, voluntary factors arefound to be significantly related to the satisfaction and customer loyalty. Amonginvoluntary factors, bonds are not found to be significantly related to customer loyalty.