전자무역플랫폼의 대안매력도가 전환의도에 미치는 영향에 관한 실증연구

Abstract

The e-trade is one of the tools which can make it possible for companies to manage international trade activities more efficiently by using the newest information and telecommunication Technologies. So Korean companies should utilize e-Trade more actively to promote global competitive power. As our e-trade has been developed rapidly, it is important for the company to get competitive advantages in the global market. That is the reason why the e-trade platform has been built to combine and deal with the trading works without any disconnection through every counter based on the internet. Concerned about these, this thesis combined the documentary researches with empirical studies to find out how the new e-trade platform effects the previous e-trade users. According to the results of the empirical study on actual users of the e-Trade service by multiple regression analysis, the primary factors, such as the alternative attractiveness, the existing satisfaction, and the moderating effects of switching cost factor, have affected user's switching intention in using the e-Trade platform. These results of research will provide the e-Trade platform managers with many useful insights.