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http://dx.doi.org/10.14400/JDC.2021.19.4.073

A Study on the Effect of Characteristics of Shopping Mall on Revisit -Focusing on the difference in online platform form-  

Shin, Jong-Kuk (Dept. of Business Administration, Pusan National University)
Kim, Jea-Hun (Dept. of Business Administration, Pusan National University)
Rhee, Sung-Hyun (Dept. of Business Administration, Pusan National University)
Publication Information
Journal of Digital Convergence / v.19, no.4, 2021 , pp. 73-88 More about this Journal
Abstract
The development of modern industry is changing the consumption pattern of consumers. With the advent of COVID-19, consumers' consumption using online e-commerce has begun to become more active. Online shopping malls where e-commerce takes place have four types of platforms: stand-alone, rental, open market and store farm. Among them, by comparing the stand-alone and store farm types, this study was conducted how the platform type affects consumers' purpose of using the online shopping mall and their intention to revisit the online shopping mall. This study analyzed 202 surveys within the last six months. According to the results of the study, reliability and information had a significant impact on psychological benefits. In addition, promotion and convenience have had a significant impact on economic benefits. The psychological and economic benefits, have been found to have a significant impact on the intention of revisit. However, there is no difference depending on the platform type.
Keywords
Online shopping malls; characteristics of shopping mall; relationship benefits; intention to revisit; platform type;
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