인터넷 쇼핑몰에서 웹사이트 특성에 따른 재구매의도에 대한 연구 = 고객만족과 고객충성도를 중심으로

다국어 초록 (Multilingual Abstract)

Researchers have continuously investigated the issues of customer satisfaction, customer loyalty, and repurchase intention of customers in Internet shopping malls, a fast growing e-bisiness model in Korea. At present, most Internet shopping malls in Korea offer similar services to their customers. This has caused intense industry competition, and the Internet shopping malls have made significant investments into their websites in order to remain attractive to their customers. This research examines the relationships among website characteristics, customer satisfaction, loyalty, and repurchase intention. Website characteristics include context, commerce, connection, communication, contents, community, and customization. We have used data from a field study of 662 individuals to test the proposed model. The results of this research show that among the 7 website characteristics, context, communication, content, and commerce are the significant determinants of customer satisfaction. In tum, customer satisfaction increases customer loyalty and repurchase intention. These findings have important theoretical and practical implications, which are discussed in the paper.

참고문헌 (Reference)

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