Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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Factors Influencing the Reuse Intention of Online Shopping Mall : Focusing on Shopping Enjoyment and Concentration

온라인 쇼핑몰의 재이용 의도에 영향을 미치는 요인 : 쇼핑 즐거움과 집중도를 중심으로

  • 조현 (동아대학교 경영정보학과) ;
  • 박상선 (성공회대학교 경영학부) ;
  • 배윤수 (한국과학기술원 경영대학)
  • Received : 2013.01.27
  • Accepted : 2013.03.14
  • Published : 2013.03.31
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Abstract

The use of online shopping mall has been increasing rapidly, which reflects the convenience and economic benefits associated with its usage. As with traditional offline businesses, internet businesses have to manage customer relations to provide better services in order to ensure their business sustainability. In this regard, identifying the influencing factors to reuse intention of online shopping mall is very important. In this paper, we aim to examine the effects of perceived and individual variables on intention to reuse in the context of online shopping mall. In order to analyze the antecedents, we selected perceived and individual factors such as shopping enjoyment, concentration, perceived variety and maximizing tendency. For empirical analysis, we surveyed real users of online shopping mall. As a result, all antecedents showed significant influence on intention to reuse except perceived variety and among the variables the concentration has top standardized coefficient. In addition, perceived variety has significant effect on shopping enjoyment but not on concentration. Maximizing tendency is related to shopping enjoyment and concentration significantly. The results of this research can be useful guidelines for online shopping mall providers.

Keywords

References

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