| Abstract |
| This paper is to identifies how design characteristics of on-line shopping malls such as contents, structure have on effect on emotionally based satisfaction and trust about on-line shopping mall, and which in turn has influences on revisit intention, and then explains causal relation among variables. A survey study was conducted to collect the data with consumers who have experience purchase or search on on-line shopping malls. Analysis of structural equation modeling with AMOS 16.0 and SPSS 18.0 was performed to test the research hypothesis. The results of the study are as follows: It was found that contents of on-line shopping mall has influences on trust about on-line shopping mall but structures of on-line shopping mall has an effect on emotionally based satisfaction. Emotionally based satisfaction have effect on both trust about on-line shopping mall and revisit intention, and trust about on-line shopping mall has influences on revisit intention. While on the other, there are no impact on relation between contents of on-line shopping mall and emotionally based satisfaction and between structure of on-line shopping mall and trust about on-line shopping mall. |
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| Key Words |
| 온라인쇼핑몰, 감정적만족, 재방문의도, On-line shopping mall, Emotionally based satisfaction, Revisit intention |
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