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http://dx.doi.org/10.5392/JKCA.2010.10.1.239

Influences of Internet Shopping Mall Pattern Interactivity on Satisfaction Degree and Recommendation Intention  

Moon, Jae-Hak (신라대학교 광고홍보학과)
Publication Information
The Journal of the Korea Contents Association / v.10, no.1, 2010 , pp. 239-246 More about this Journal
Abstract
This research sees that even interactivities have differences by the types of internet shopping malls and compared and analyzed the interactivities by classifying them into open market and special malls. The research survey was conducted aiming at those who purchased products in Internet shopping malls within the latest 6 months, and, then, a statistical analysis was carried out. The analysis result showed the interactivity in internet shopping malls was deduced as 2 perspectives while it was confirmed that there are differences according to shopping mall types. For open markets, interactivities of both 'between company and customers' and 'between customers and customers' have significant influences on the satisfaction degree. Especially, the interactivity of 'between company and customers' have higher influences on the satisfaction degree. However, for the specialty malls, it was shown that only the interactivity of 'between company and customers' have significant influences on the customer satisfaction degree. Additionally, it was confirmed that the satisfaction degree toward a shopping mall has positive influence even on future recommendation intentions. Such research results confirmed that distinctive strategies which consider the patterns of shopping malls should be applied in order for a company to effectively utilize the interactivity in internet shopping mall markets.
Keywords
Internet Shopping Malls; Interactivity; Satisfaction; Recommendation Intentions;
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Times Cited By KSCI : 1  (Citation Analysis)
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