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http://dx.doi.org/10.22156/CS4SMB.2019.9.2.075

A Study on US Consumers' Loyalty to Online Shopping Mall : Focused on Group Buying Social Commerce  

Cho, Yun-Jin (Dept of Textile Design, Gyeongnam National University of Science and Technology)
Publication Information
Journal of Convergence for Information Technology / v.9, no.2, 2019 , pp. 75-84 More about this Journal
Abstract
The purpose of this paper is to examine the factors influencing on loyalty in US online shopping malls. The study proposed a model to investigate the relationship among quality of sites, satisfaction, attitude, and loyalty. The hypotheses were examined by analyzing a structural equation model. 280 US samples were used for the final analysis. The results show that this model demonstrates good fit for the samples. The ease of use was found to be a significant variable in their satisfaction, while it did not have the direct effect on attitude toward the sites. The information quality was found to be a crucial variable in consumers' satisfaction and attitude toward the site. Satisfaction directly affected attitude as well as loyalty, and attitude also directly affected loyalty. Thus, the structural relationship among the variables of customers' loyalty was verified. This research provides practical insights into US consumer behaviors that would be beneficial to marketers when they make decisions for the US e-commerce market.
Keywords
Online Shopping Malls; Social Commerce; Loyalty; Satisfaction; Attitude; Site Quality; US Consumers;
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Times Cited By KSCI : 5  (Citation Analysis)
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