논문투고일:2013년 01월 27일논문수정완료일:2013년 03월 09일 논문게재확정일:2013년 03월 14일 * 이 논문은 동아대학교 교내연구비 지원에 의하여 연구되었음. ** 동아대학교 경영정보학과 교수, 제1저자 *** 성공회대학교 경영학부 교수 **** 한국과학기술원 경영대학 박사과정, 교신저자 The use of online shopping mall has been increasing rapidly, which reflects the convenience and economic benefits associated with its usage. As with traditional offline businesses, internet businesses have to manage customer relations to provide better services in order to ensure their business sustainability. In this regard, identifying the influencing factors to reuse intention of online shopping mall is very important. In this paper, we aim to examine the effects of perceived and individual variables on intention to reuse in the context of online shopping mall. In order to analyze the antecedents, we selected perceived and individual factors such as shopping enjoyment, concentration, perceived variety and maximizing tendency. For empirical analysis, we surveyed real users of online shopping mall. As a result, all antecedents showed significant influence on intention to reuse except perceived variety and among the variables the concentration has top standardized coefficient. In addition, perceived variety has significant effect on shopping enjoyment but not on concentration. Maximizing tendency is related to shopping enjoyment and concentration significantly. The results of this research can be useful guidelines for online shopping mall providers.
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