An Influence through the Mediating of Flows Play about the Attraction and Emotions Absorption of the Website

웹사이트의 매력성과 고객의 정서적 몰입에 대한 플로우의 매개적 영향 - 인터넷 쇼핑몰에서의 의류구매행동을 중심으로 -

  • 강성주 (시립인천전문대학 무역과)
  • Published : 2008.06.27

Abstract

This study investigates the relationship between perceived system characteristics of Internet shopping mall and loyalty, and examines how perceived website attractiveness and flow play mediating roles between perceived system characteristics of Internet shopping mall and affective commitment in the context of Internet clothing shopping mall. For these purposes, the author developed a structural model which consists of several variables. In this model, perceived system characteristics of Internet shopping mall that consist of such as familiarity, reputation, uniqueness, positive emotion, self-efficacy, and interactivity were proposed to affect the website attractiveness and flow, and in turn, result in higher affective commitment. Thus, perceived website attractiveness and flow were proposed as core mediating variables between perceived mobile service characteristics and affective commitment. To test unidimensionality and nomological validity of the measures of each construct, the author employed scale refinement procedure. The results of reliability test with Cronbach's, and confirmatory factor analysis warranted unidimensionality of the measures for each construct. In addition, nomological validity of the measures was warranted from the result of correlation analysis.

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