Structural Causal Relationship between Atmospherics of Web-sites and Repurchase Intention in Internet Shopping Malls

인터넷쇼핑몰 사이트 환경과 재구매의도 간의 구조적 인과관계

  • 최철재 (단국대학교 경상대학 경영학부)
  • Received : 2012.02.03
  • Accepted : 2012.02.21
  • Published : 2012.05.28


The purpose of this paper is to explain and identify how atmospherics of web-sites such as graphics, colour, menu and link have an effect on consumers' emotion and satisfaction, which in turn have influence on repurchase intention in internet shopping malls. A survey study was conducted to collect the data with consumers who have experience purchase or search on internet shopping malls. Analysis of structural equation modeling with AMOS 18.0 was performed to test the research hypothesis. The results of the study are as follows: Menu and link are positively associated on consumers' emotion, but graphics and colour have not influence on both consumers' emotion and satisfaction. Consumers' emotion is positively associated on both satisfaction and repurchase intention, and then satisfaction is also positively associated on repurchase intention.


Graphics;Colour;Menu and Link;Emotion;Satisfaction;Repurchase Intention


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