인터넷쇼핑에서 구매이후의 평가속성이 재구매의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the effects of Internet shoppers` post-purchase evaluations on repurchase intentions. The study focuses on the effects of delivery service whereas other retailer attributes such as online service, shopping experience, reputation, product and information value, and shopping risk are also considered. The relations among attributes - satisfaction - loyalty of online retail shops are analysed by comparing direct effects of Internet shopping malls` attributes on repurchase intention against indirect effects mediated through customer satisfaction. Among six attributes, only the delivery service is found to have a direct effect on the repurchase intention, while other attributes influences indirectly on repurchase intention through satisfaction. Results suggest that store attributes management for customer acquisition should be differentiated from those management for customer retention. The authors discuss alternative explanations for the results and offer some suggestions for future research.