온라인쇼핑속성이 소비자의 쇼핑만족도 및 재구매의도에 미치는 영향

Abstract

This study analyzed the effects of online shopping mall attributes and online shopping style on shopping satisfaction and repurchase intention for online users. The survey was conducted from February 12, 2021 to March 15, 2021, targeting consumers who used online shopping. A total of 200 questionnaires were collected, and 149 questionnaires were finally used in this study, excluding 51 insincere ones. We conducted a survey to test hypotheses to those who have purchase experiences online such as through the website or Facebook, etc. The results are as below. First, the online shopping mall attributes including products diversity and price, significantly affect shopping satisfaction, while the product information does not. Second, shopping satisfaction affects repurchase intention as identified in the previous studies. Finally, the study identifies the moderating role of shopping style in the relationship between the online shopping mall attributes and satisfaction. It is expected that this study will review important characteristics of online shopping malls and provide management and practical implications to operators and entrepreneurs who operate online shopping malls. We would like to suggest practical implications for starting and operating an online shopping mall.