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http://dx.doi.org/10.13067/JKIECS.2014.9.1.1

The Effects of Brand Personality of Internet Shopping Mall on Consumer Satisfaction and Intention to Revisit  

Kim, Kyung-Hee (신라대학교 경영학과)
Publication Information
The Journal of the Korea institute of electronic communication sciences / v.9, no.1, 2014 , pp. 1-10 More about this Journal
Abstract
The purpose of this following research is to verify influence of brand personality development of domestic Internet shopping malls on consumer satisfaction and intention to revisit. To achieve this purpose, a sample study was carried out on college students in Busan who made a purchase from Internet shopping malls during the past 6 months. In the concrete, 11 shopping malls including general shopping malls and open market that have a high market share were chosen as comparison targets. Materials were collected and analyzed through questionnaire survey. Empirical analysis results are shown as the following. Brand personality dimension of Internet shopping malls are 'competence sophistication', 'vitality', 'warmth' and 'reliability' etc. 'Warmth' and 'reliability' have a significant influence on consumer satisfaction and intention to revisit. In particular, 'reliability' showed bigger influence on intention to revisit Internet shopping malls. In addition, consumer satisfaction showed a meaningful influence on intention to revisit. Specific strategy development is needed to strengthen 'warmth' and 'reliability' among brand personality dimensions.
Keywords
Internet Shopping Mall; Brand Personality; Consumer Satisfaction; Intention to Revisit;
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Times Cited By KSCI : 4  (Citation Analysis)
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