Effects of the Integrated Communication Mix on the Customer Trust for On-line Business

다국어 초록 (Multilingual Abstract)

On-line shopping mall is to continuously send email to customers who make permission to receive e-mail. Unless the customers get out of membership or refuse to receive e-Mail, they will receive continuously messages. Such a method of sending message can make aversion of customers and weaken the effectiveness of communication. Considering this, the methodology of communication should be set up with checking the response on customers who receive e-mails.
This research is on how we can increase the effectiveness of communication with the ways of construction of communication mix. This research verified that, according to the consistency level of components in communication mix, which comprise High Integration and Low Integration, affect the trust level of customers. Besides, This research confirm the adjustment effect in proportion to the loyalty of message receiver, and also the relation between the control effect on customer trust and increase of number of message in viewpoint of
‘numbers of message source.’
As a result, the trust level of customer is enhanced as the level of communication integration is higher. Regarding the control effect, the loyalty of customer is direct proportion to the trust level of customers, while the number of source of messages is inverse proportion to the trust level of customers. Besides such verification analysis results, diverse interpretations, theoretical and practical implications were discussed and future research directions were suggested.

목차 (Table of Contents)

• ABSTRACT
• Ι. Introduction
• Ⅱ. Literature Review and Definition of Variables
• Ⅲ. Research Model and Hypothesis
• Ⅳ. Research method
• Ⅴ. Result
• Ⅵ. Conclusion
• REFERENCES