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Vol.16, No.0, 93 ~ 102, 2007
Explaining Factors Affecting the e-Satisfaction of Consumers in Internet Shopping Malls
김명신 Kim Myung Shin
The structure of the internet shopping mall market is drastically changing and the competition has become fiercer. This study analyzes the factors affecting the e-satisfaction of consumers in internet shopping malls. Four main factors are extracted from 290 samples. The multiple regression analysis shows that convince, site design, information provision are positive and statistically significant. Product diversity is positive but not statistically significant. Site design is found to be most influential based on the standardized coefficient.
Key Words
E-Satisfaction, Consumer Satisfaction, Internet Shopping Malls
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