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http://dx.doi.org/10.5762/KAIS.2020.21.4.374

A study on the effect of online shopping mall characteristics on consumers' emotional response, perceived value and intention to revisit based on the Extended Technology Acceptance Model(TAM2)  

Shim, Taeyong (Dept. of E-Business)
Yoon, Sungjoon (Dept. of Business Administration)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.21, no.4, 2020 , pp. 374-383 More about this Journal
Abstract
This study verified the difference in the influence on the value principles held by the consumers while examining the influence of the characteristics of the online shopping mall on the purchase intent by using a TAM2 model. First, the characteristics of online shopping malls were proven to have a positive effect on the perceived ease of use and perceived utility. Second, a look at the effect of the online shopping mall characteristics on the emotional response shows that only the system quality and product quality variables had a positive effect on the emotional response. Third, the perceived ease of use, perceived utility and emotional response of online shopping mall users had a positive effect on their perceived value. Fourth, multi-group analysis was conducted to examine the difference between utilitarian goods and hedonic goods by categorizing what was purchased at online shopping malls. The results showed differences between the groups. This study is attempted to investigate various influencing factors on consumers' intention to revisit online shopping malls. In addition, the author also attempted to understand the behavior of online shopping mall visitors by dealing with more than the technical attributes and emotional aspects of shopping malls.
Keywords
Online shopping mall; Emotional response; Perceived value; Intention to revisit; TAM2;
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