The Effect of Consumer Attitude on the Characteristics, Service Quality and Repurchase Intention of the Agricultural Products Online Shopping Mall
2017
Seo, Y.S., Jnsc, Seoul, Republic of Korea | Joo, J.C., Rural Development Administration, Jeonju, Republic of Korea | Seo, Y.J., Jnsc, Seoul, Republic of Korea
This study has performed to identify factors which influenced to the repurchasing intension and the relationship between the repurchasing intension and customers' attitude to activate the setting of marketing strategy and online shopping malls when operating online shopping malls in the growth of online market. Based on previous studies, it suggested and verified a study model which the characteristics of online shopping malls and the quality of online service played a mediation role to the dependent variable called repurchasing intension through the mediation variable called customers' attitude. To verify this mediation model, it collected materials from 1,105 males and females living in Seoul and big cities and performed Baron and Kenny's 3 stage hierarchical regression analysis. According to the result, the study model complied to the collected materials and it showed that the information efficiency played the whole mediation role in the repurchasing intension among the characteristics of online shopping malls. Therefore, it should be cautious on customers' attitude when supplying information due to the characteristics of online shopping malls that cannot make the face－to－fact contact.
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