수산물 쇼핑몰의 속성이 고객만족과 재구매 의도에 미치는 영향

The Effects of Fishery Products Internet Shopping Malls' Attributes on Customer Satisfaction and Repurchase Intention

Fishery products internet shopping mall which is providing shopping convenience to consumers can enhance the income of fishermen by shortening the distribution channel. And good quality fishery poducts with more reasonable prices can be delivered to consumers. For this reason, fishery products internet shopping mall has been mentioned as a type of commerce to be more active. The purpose of this study is to find out what factors impact building customer satisfaction and to investigate the effect of customer satisfaction toward repurchase intention in internet fishery product purchase. According to the result of regression analysis, four shopping-malls' attributes; product & information service; shopping convenience; transaction security; and interactivity are significantly positive to customer satisfaction. And the customer satisfaction is significantly related to repurchase of fishery products via the internet. Through these findings, we discussed the strategies to improve customer satisfaction and repurchase intention of fishery products purchase via internet malls.