인터넷 쇼핑몰의 상호작용성과 명성이 패션 제품 구매 시 신뢰와 재구매 의도에 미치는 영향

The Effects of Interactivity and Reputation of Internet Shopping Malls on Trust and Repurchase Intention of Fashion Products

The purpose of this study were to identify the effect of interactivity and reputation of internet shopping malls on consumers and consumers, trust and repurchasing intention. The subjects of this study were 505 male and female adult consumers living in Gwangju, Korea. The data collected from the questionnaire were analyzed using frequency analysis, factor analysis, regression analysis, path analysis. The results were as follows: 1. The interactivity were categorized into two factors: interactivity of shopping mall to consumer and interactivity of consumer to consumer. 2. Interactivity of shopping malls positively influenced repurchase intention. The results analyzed were that interactivity of internet shopping mall types influenced repurchase intention, interactivity of shopping mall to consumer influenced repurchase intention both group buying malls and total shopping malls more than interactivity of consumer to consumer. 3. Reputation of shopping malls positively influenced repurchase intention. The result analyzed were that reputation of internet shopping mall types influenced repurchase intention, and the reputation of total shopping malls influenced repurchase intention more than the reputation of group buying malls. 4. Interactivity of shopping malls had indirect effects mediated by trust more than direct effects on repurchase intention. Reputation of shopping malls had direct effects more than indirect effects on repurchase intention mediated by trust. 1) Interactivity of shopping malls positively influenced trust. The results analyzed were that interactivity of internet shopping mall types influenced trust in the following ways: interactivity of consumer to consumer had a greater influence on trust in group buying malls, while interactivity of shopping mall to consumer had more influence on trust in total shopping malls. 2) Reputation of shopping malls positively influenced trust. The results analyzed were that reputation of internet shopping mall types influenced trust, and the reputation of total shopping malls influenced trust more than the reputation of group buying malls. 3) Trust positively influenced repurchase intention. The results analyzed were that trust of internet shopping mall types influenced repurchase intention, and trust of total shopping malls influenced repurchase intention more than trust of group buying malls.