병원 웹사이트의 eCRM 구성요인이 웹브랜드 경험적 가치, 충성도 및 재방문 의도에 미치는 영향에 관한 연구

This research aims not only to enhance the reliability of the results compared to the existing studies in hospital website, but also to find out the influences that eCRM elements have on customer web brand experience value, loyalty and re-visit intention. The study on the eCRM elements, online brand experience value, online brand loyalty and re-visit intention were empirically tested. The results are as follows: First, information service, community, and security of website influence web brand experience value. Second, design and information service of website influence web brand loyalty. Third, web brand experience value influence web brand loyalty, Fourth, web brand experience value influence re-visit intention, Last, web brand loyalty influence re-visit intention.