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Influences of Internet Shopping Mall Pattern Interactivity on Satisfaction Degree and Recommendation Intention

인터넷쇼핑몰 유형별 상호작용성이 만족도와 추천의도에 미치는 영향

  • 문재학 (신라대학교 광고홍보학과)
  • Published : 2010.01.28

Abstract

This research sees that even interactivities have differences by the types of internet shopping malls and compared and analyzed the interactivities by classifying them into open market and special malls. The research survey was conducted aiming at those who purchased products in Internet shopping malls within the latest 6 months, and, then, a statistical analysis was carried out. The analysis result showed the interactivity in internet shopping malls was deduced as 2 perspectives while it was confirmed that there are differences according to shopping mall types. For open markets, interactivities of both 'between company and customers' and 'between customers and customers' have significant influences on the satisfaction degree. Especially, the interactivity of 'between company and customers' have higher influences on the satisfaction degree. However, for the specialty malls, it was shown that only the interactivity of 'between company and customers' have significant influences on the customer satisfaction degree. Additionally, it was confirmed that the satisfaction degree toward a shopping mall has positive influence even on future recommendation intentions. Such research results confirmed that distinctive strategies which consider the patterns of shopping malls should be applied in order for a company to effectively utilize the interactivity in internet shopping mall markets.

Keywords

Internet Shopping Malls;Interactivity;Satisfaction;Recommendation Intentions

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