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http://dx.doi.org/10.15207/JKCS.2021.12.6.127

The Influence of Convergence Characteristics of Social Economy Internet Shopping Malls on Customer Trust and Loyalty  

Kim, Eun-Jeong (Dept. of Knowledge Service & Consulting, Hansung University)
You, Yen-Yoo (Dept. of Knowledge Service & Consulting, Hansung University)
Publication Information
Journal of the Korea Convergence Society / v.12, no.6, 2021 , pp. 127-137 More about this Journal
Abstract
Korea's social economy promotion policy is a government-led policy, and its success or failure depends on how well it is known to the residents. The Jeonnam Social Economy Internet Shopping Mall was also established as a government-led road, but its popularity is low. This study examines the influence between reliability and loyalty of the 'Jeonnam Social Economy Shopping Mall'. 267 samples were used and verified with the SPSS 22.0 program. As a result of the study, the characteristics of shopping malls had a significant effect on customer trust and loyalty, and played a mediating role between reliability and loyalty. The residential area and the purpose of purchase had a moderating effect. The limitation of research is that comparative research with other shopping malls is insufficient. In the future, comparative evaluation should be carried out in relation to research on social economy enterprise products by region.
Keywords
Social economy; internet shopping mall; trust; loyalty; convergence characteristics;
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Times Cited By KSCI : 1  (Citation Analysis)
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