온라인쇼핑몰 디자인특성이 재방문의도에 미치는 영향
Effects of Design Characteristics on Revisit Intention in On-Line Shopping Malls Setting
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본 연구에서는 온라인쇼핑몰의 내용과 구조가 이용자의 감정적만족, 온라인쇼핑몰신뢰에 미치는 영향을 확인하고, 또한 이용자의 감정적만족, 온라인쇼핑몰신뢰 및 재방문의도 간의 관계를 확인하여 전체적으로 구조적 인과관계를 설명하고자 하였다. 이를 위해 주요 인터넷쇼핑몰에서 구매 또는 방문 경험이 있는 이용자를 대상으로 자료를 수집하였으며, AMOS 16.0과 SPSS 18.0 통계패키지를 이용하여 구조방정식모형분석으로 연구가설을 검증하였다. 연구결과로는, 온라인쇼핑몰내용은 온라인신뢰에 영향을 미친 반면 온라인쇼핑몰구조는 이용자의 감정에 영향을 미치었다. 또한 이용자의 감정적만족은 온라인쇼핑몰신뢰 및 재방문의도에 영향을 미치었고, 온라인쇼핑몰신뢰 또한 재방문의도에 영향을 미치었다. 그러나 온라인쇼핑몰내용과 감정적만족 간의 관계 그리고 온라인쇼핑몰구조와 온라인쇼핑몰신뢰간의 관계는 유의하지 않은 것으로 확인되었다.
Abstract
This paper is to identifies how design characteristics of on-line shopping malls such as contents, structure have on effect on emotionally based satisfaction and trust about on-line shopping mall, and which in turn has influences on revisit intention, and then explains causal relation among variables. A survey study was conducted to collect the data with consumers who have experience purchase or search on on-line shopping malls. Analysis of structural equation modeling with AMOS 16.0 and SPSS 18.0 was performed to test the research hypothesis. The results of the study are as follows: It was found that contents of on-line shopping mall has influences on trust about on-line shopping mall but structures of on-line shopping mall has an effect on emotionally based satisfaction. Emotionally based satisfaction have effect on both trust about on-line shopping mall and revisit intention, and trust about on-line shopping mall has influences on revisit intention. While on the other, there are no impact on relation between contents of on-line shopping mall and emotionally based satisfaction and between structure of on-line shopping mall and trust about on-line shopping mall.
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