온라인 쇼핑몰 창업을 위한 효율적 집객 전략에 관한 연구

A Study on the Site Attraction Factors for Online Shopping Mall Business

Geographic location is one of the key factors in successful retail management. This study attempts to define the components of the online location based on existing research about geographic, retail locations while demonstrating how these components influence the attractiveness of the site. In conclusion, this study analyzes the location by presenting the components that determine the attractiveness of the online shopping mall. Furthermore, our model has shown that there is a more significant relationship between the community linked shopping sites than the open market shopping sites. This is due to the ease of access and active interaction between the customers. This research can show how online shopping mall can attract customers to their site in terms of location in cyber space. Customer s perceived accessibility and perceived between centrality affect attractiveness of online shopping mall. Online shopping mall s high level of source credibility, connectedness, social presence, compatibility can enhance the attractiveness of that site.