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http://dx.doi.org/10.5392/JKCA.2012.12.05.357

Structural Causal Relationship between Atmospherics of Web-sites and Repurchase Intention in Internet Shopping Malls  

Choi, Chul-Jae (단국대학교 경상대학 경영학부)
Publication Information
The Journal of the Korea Contents Association / v.12, no.5, 2012 , pp. 357-369 More about this Journal
Abstract
The purpose of this paper is to explain and identify how atmospherics of web-sites such as graphics, colour, menu and link have an effect on consumers' emotion and satisfaction, which in turn have influence on repurchase intention in internet shopping malls. 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: Menu and link are positively associated on consumers' emotion, but graphics and colour have not influence on both consumers' emotion and satisfaction. Consumers' emotion is positively associated on both satisfaction and repurchase intention, and then satisfaction is also positively associated on repurchase intention.
Keywords
Graphics; Colour; Menu and Link; Emotion; Satisfaction; Repurchase Intention;
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