A Study on Customer Satisfaction and Purchase Intention in Internet Shopping Mall.

인터넷 쇼핑몰의 고객만족과 구매의도에 관한 연구

The purpose of this study is to analyze satisfaction factors that consumers perceive during purchasing products and using services on Internet Shopping Mall. Consumers' purchase process on Internet Shopping Mall is examined by finding the relation between overall satisfaction and intention. The study results show that consumers' higher appraisal degree on satisfaction means their higher purchase intention. In the process of service encounter, many factors affect customer's evaluation for overall satisfaction. They are categorized as five factors; information provision, merchandising, ordering convenience, payment risk, after services.