인터넷 쇼핑몰에서 사이트품질과 구전의 관계

초록

Today, online purchases of products through Internet shopping malls have experienced an unprecedented growth rate. In the academic literature, site quality has been recognized as a major determinant in driving business online. This study developed and empirically tested a conceptual model of the impact of site quality on satisfaction, trust, purchase intentions, and word of mouth(WOM). The results indicated that shopping convenience, design attractiveness, information usefulness, security, and communication of site quality have direct and positive impacts on consumer satisfaction, and that security has a direct and positive impact on trust but design attractiveness, information usefulness, and communication have indirect and positive impacts. Second, consumer satisfaction is strongly associated with trust. Third, shopping convenience, design attractiveness, information usefulness, communication, and trust have direct and positive impacts on purchase intentions but security and consumer satisfaction have indirect and positive impacts. Fourth, consumer satisfaction, trust, and purchase intentions have direct and positive impacts on WOM. Drawing on the empirical findings, managerial implications and recommendations for future research are offered.

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