e-mail 이미지의 이용자 지각이 e-충성도에 미치는 영향에 관한 연구

This research examined the factor to have an influence on the e-Loyalty of the e-Mall closely. We selected exogenous variables the operational, appearance and promotional perception of the e-Mall by the customer. And we selected endogenous variables the e-Satisfaction, enjoyment of the shopping and e-Loyalty. According to the research result, the user perception of the e-Mall by the customer had an influence to statistically significant on the e-Satisfaction and enjoyment of the shopping. On the other hand, the enjoyment of the shopping which the customer is effect to statistically significant level but had an influence of the negative on the e-Satisfaction. This shows a result different from the previous studies. Many previous studies showed the result to be satisfied if it felt enjoyment of the shopping by the customer. The e-Satisfaction and enjoyment of the shopping as the result of the last had an influence on the statistically significant level on the e-Loyalty.