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The Relationships among Repurchase Intention, Satisfaction, Trust, and Web Site Usability in Internet Shopping Malls

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2007, 12(5), pp.191-202
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science

유일 1 JaeJonKim 2 노희옥 3

1순천향대학교
2전남대학교
3순천대학교

Accredited

ABSTRACT

The purpose of this study is to examine the effect of Web site usability on trust, satisfaction, and repurchase intention in Internet shopping malls. The Web site usability construct consists of the factors such as contents, ease of use, navigation, and interactivity. In order to accomplish the purpose of this study, a research model was established and it suggests that the Web site usability, through the mediation of trust and satisfaction, eventually affect the repurchase intention of online customers in Internet shopping malls.The results of the study show that Web site usability has statistically significant effect on the repurchase intention of online customers and this effect is mediated by satisfaction. This research confirms the importance of usability construct in designing Web sites and understanding the use of Web sites. Implications of these findings are discussed for researchers and practitioners.

Citation status

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