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Factors Influencing the Reuse Intention of Online Shopping Mall : Focusing on Shopping Enjoyment and Concentration

The use of online shopping mall has been increasing rapidly, which reflects the convenience and economic benefits associated with its usage. As with traditional offline businesses. internet businesses have to manage customer relations to provide better services in order to ensure their business sustainability. In this regard. identifying the influencing factors to reuse intention of online shopping mal l is very important. In this paper. we aim to examine the effects of perceived and individual variables on intention to reuse in the context of online shopping mall. In order to ana lyze the antecedents, we selected perceived and individual factors such as shopping enjoyment, concentration. perceived variety and maximizing tendency. For empirical analysis. we surveyed real users of on line shopping mall. As a result, all antecedents showed significant influence on intention to reuse except perceived variety and among the variables the concentration has top standardized coefficient. In addition. perceived variety has significant effect on shopping enjoyment but not on concentration. Maximizing tendency is related to shopping enjoyment and concentration significantly. The results of this research can be useful guidelines for online shopping mall providers.