| Abstract |
| This paper is to identifies relationship between expression information, store image and store patronize by investigate how picture based information display and words based information display influences on safety, convenience and entertainment, and they, in turn, influence on patronize by comparison of familiarity with non-familiarity in on-line stores. A survey study was conducted to collect the data with consumers who have experience purchase or search on internet shopping malls. Analysis of structural equation modeling with AMOS 18.0 was performed to test the research hypothesis. The results of the study are as follows: It was found that picture based information display has influences on both safety and entertainment, and words based information display influences on all components of store image, and convenience, in turn, affects to patronize in consumers that have high familiarity. But picture based information display has influences on both safety and convenience, and words based information display influences on both convenience, and entertainment, and entertainment, in turn, affects to patronize in consumers that have low familiarity. |
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| Key Words |
| 그림제시정보, 문자제시정보, 친숙성, Picture based information display, Words based information display, Familiarity |
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