인터넷 쇼핑몰의 지각된 이용편리성과 유용성이 신뢰, 만족, 애호도에 미치는 영향

초록

We are going to make clear three things through the examination of the subject of this study. The first thing is to verify whether perceived usefulness and ease of use of usage have positive effects on trust and satisfaction which determine the loyalty of a shopping mall. The second is to find out the effect of perceived usefulness and ease of use of using internet shopping mall on shopping mall's loyalty through variable intermediation of trust and satisfaction. The third is to emphasize the importance of perceived usefulness and ease of use of using a shopping mall web sites and carrying out a through analyzing path that usefulness and ease of use are intermediated by trust and satisfaction to loyalty. We made a poll to people who had ever used internet shopping mall and got information. The results are below. The easer internet shopping mall users feel when using shopping mall sites, the more they feel them useful. Perceived usefulness and ease of use of usage have positive effects on trust and satisfaction which are major preceding factors of internet shopping mall loyalty. The perceived ease of use, trust, and satisfaction intermediate between the perceived ease of use and shopping mall's loyalty while users are accepting internet shopping mall. And trust and satisfaction intermediate between the perceived usefulness and shopping mall's loyalty. These results show that the degree of usefulness and feeling easiness in using shopping mall of users should be considered seriously. The only easiness of shopping mall doesn't create shopping mall's loyalty, but, it's created when users acknowledge the usefulness, trust, and satisfy.

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