웹사이트 품질과 사회적 영향이 인터넷 여행상품 재구매의도에 미치는 영향

The Influence of Website Quality and Social Influence on Customers’ Repurchase Intention of Internet Travel Products: Focusing on Mediating Role of Online Hedonic and Utilitarian Values in Internet Shopping

The purpose of this study is to examine whether website quality and social influence affect customers’ intention to repurchase products through internet shopping values, and also to investigate whether a mechanism by which the internet shopping values (hedonic and utilitarian value) affect repurchase intention. This study introduces the comprehensive conceptual frame to show the relative influential relationship among variables. Main findings are that information quality, ease of searching, design/user interface, subject norm and word-of-mouth/site recommendation influence repurchase intention through online hedonic value and/or utilitarian value in internet shopping. Furthermore, hedonic value gives a positive influence on utilitarian value in internet shopping. The results have significant implications for both theory and practice.