An Empirical Study on the Customer Loyalty in the Shopping Mall Industry in Korea

인터넷 쇼핑환경에서의 고객충성도에 영향을 미치는 요인에 관한 연구: 국내 인터넷 쇼핑몰 산업을 중심으로

Internet business is transforming the current structure and way of shopping behaviors. As a frontier area of internet business, internet shopping mall industry is influenced by this trend. In this shopping situation, shopping objects and information on the object are separated, which makes consumers to decide on the contents and marketing function offered by the shopping mall. This study proposes an integrated model including the influencing factors on customer royalty in Internet shopping environments. Eight hypotheses are proposed based on previous research in Internet marketing and information systems. The results are quite supporting the model and hypotheses. The contents structure, marketing activities, and customer satisfaction in the internet shopping environment influence shopping experience, next purchases and reference to other people. The proposed model and empirical results would contribute to setting up strategy of Internet shopping mall industry, and also to future research in information systems and Internet marketing.