인터넷쇼핑몰에서의 상호작용성, 신뢰 및 지각된 가치가 재구매 의도에 미치는 영향에 관한 연구

Due to its potential for interactive communication, the internet is considered a promising tool for relationship marketing. To gain new insights in this important area, there is a strong need for studying the effect of various internet interactivity content(perceived participation, telepresence, and online community) and personalization on customer trust, perceived value, and purchase retention. This study reported here focused on of the role of customer trust and perceived value in internet shopping context as mediators of the repurchase intention effects of interactivity type and personalization. This study explored the conceptual model, in which interactivity type(such as perceived participation, telepresence and online community) and personalization influence the relative effect of customer trust and perceived value in internet shopping. It is hypothesized that trust and perceived value are dependent on the interactivity type(such as perceived participation, telepresence, and online community) and personalization, and trust and perceived value influence repurchase intention. The major findings of this study can be summarized as follows: First, The trust in internet shopping mall is affected by interactivity and personalization. Perceived participation and personalization is very important in the trust in internet shopping mall. But among the variables perceived participation, telepresence, and personalization did not affects perceived value. Second, The perceived value in internet shopping mall is positively affected by trust. This fact means that the perceived value of consumer is affected from strong trust. Third, trust and perceived value are found to be more likely to lead to repurchase intention.