The shopping behaviour of the consumers using online shopping mall demonstrate certain behavioral pattern that may differ depending on the characteristics of shopping mall sites. This study aims to confirm the effects of shopping mall’s site charact... The shopping behaviour of the consumers using online shopping mall demonstrate certain behavioral pattern that may differ depending on the characteristics of shopping mall sites. This study aims to confirm the effects of shopping mall’s site characteristics on user’s repurchase intention. And the study further seeks to confirm whether the effect of users’ attachment to site on repurchase intention is moderated by relationship benefits. This study derives research questions based on review of previous literature. And to verify the reseach hypotheses, we conducted a questionnaire survey on students and salaried men aged fromn 10’s through 30’s totalling 253 respondents, Using the data collected from the survey , we performed data refinement using reliability and validity tests, followed by correlational analysis, moderated regression analysis and multiple regression analysis. The result of the study is as follows. First,the four site characteristics (site safety, interactivity, fun and pleasure were found to significantly affect site attachment. Second, site attachment was found to significantly influence repurchase intention. Third, as a result of performing the moderated regression analysis, we found that psychological benefit, economic benefit, and customer benefit were found to moderate the relationship between site attachment and repurchase intention. Managerial and theoretical implication on managing online shopping mall sites are provided. ，韩语论文题目，韩语毕业论文 |
