Study on the effect of shopping-mall satisfaction with Parent company confidence -mediating effect of on-line shopping mall trust-

모기업 신뢰가 쇼핑몰 만족에 미치는 영향에 관한 연구 -온라인 쇼핑몰신뢰의 매개효과를 중심으로-

  • Yim, Ki-Heung (Dept. of Silver Care, Gwang-Ju women University) ;
  • Kwon, Jin-Hee (Dept. of business administration Chung-Ang University)
  • 임기흥 (광주여자대학교 실버케어학과) ;
  • 권진희 (중앙대학교 경영학과)
  • Received : 2013.11.06
  • Accepted : 2014.01.20
  • Published : 2014.01.28


Due to the recent increase of online shopping mall, there were many changes in consumer lifestyle. and the luxury and foreign cosmetics are well sold in nowadays department store online shopping mall sites. Although not all products are sold through online shopping, consumers tend to purchase more inexpensive brand products through online shopping mall. Thus, department stores tend to sell the brand goods through their online sites In this thesis, First, the trust of shopping mall caused a positive effect to the trust of parent company. Second, the trust of shopping mall had a positive impact on satisfaction. Without satisfying parameters, The trust of parent company did not itself affect satisfaction of shopping mall.


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