The Effects of the Delay of Decision Making on Emotion toward Internet Shopping and Internet Shopping Mall Satisfaction
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초록
The purpose of this study was to identify the effects of the reasons for delaying consumer decision making on emotion and shopping mall satisfaction experienced in the Internet shopping environment. A survey was conducted for this study and 500 answer sheets were analyzed using structural equation modeling. The results are as follows: First, performance risk, financial risk, and social risk have a significant positive effect on negative emotions toward Internet shopping. Second, performance risk has a significant negative effect on positive emotions toward Internet shopping. Third, social risk and procedural uncertainty have a significant positive effect on positive emotions, which shows these reasons are related to pleasure and fun. Fourth, needs uncertainty has a negative effect on negative emotions toward Internet shopping. Finally, positive and negative emotions that consumers experience toward Internet shopping affect Internet shopping mall satisfaction.
Abstract
The purpose of this study was to identify the effects of the reasons for delaying consumer decision making on emotion and shopping mall satisfaction experienced in the Internet shopping environment. A survey was conducted for this study and 500 answer sheets were analyzed using structural equation modeling. The results are as follows: First, performance risk, financial risk, and social risk have a significant positive effect on negative emotions toward Internet shopping. Second, performance risk has a significant negative effect on positive emotions toward Internet shopping. Third, social risk and procedural uncertainty have a significant positive effect on positive emotions, which shows these reasons are related to pleasure and fun. Fourth, needs uncertainty has a negative effect on negative emotions toward Internet shopping. Finally, positive and negative emotions that consumers experience toward Internet shopping affect Internet shopping mall satisfaction.
참고문헌 (31)
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