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초록

The purpose of this study was to identify the factors that influence user's satisfaction and royalty to portal sites service. To evaluate portal sites' service quality, AIPD(Attracting, Informing, Positioning, Delivering) model was applied, which was proposed by Simeon(1999). Five hypothesis were developed. Data for empirical testing were collected through survey to portal sites user. Structural equation modeling was employed to test hypothesis. The result are, in general, supporting the proposed arguments. It shows that informing, positiong, delivering were the strong predictors of portal site user's satisfaction, and user's royalty was influenced by user's satisfaction.

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