인터넷 쇼핑몰에서의 이용자 몰입행동 영향요인에 관한 연구 - 지각위험, 신뢰, 태도, 만족의 매개적 효과를 중심으로 -

In the past days, most of studies about website and online behavior have been mainly focused on the adoption of website and internet shopping or shopping mall. But the generic model of internet shopping mall users' committment behavior has not been made and the leading theory of committment behavior has not been existed. The purpose of this study consists of two parts: (1) to find the determinant variables of the internet users' committment behavior in internet shopping mall, (2) to examine the relative influences of the variables such as satisfaction, attitude, trust, perceived risk, ease of use, reputation. Major findings of this research are summarized as follows: First, the determinants of internet shopping mall committment behavior consist of 1) the satisfaction and 2) the attitude, 3) the trust of the internet shopping mall, but there was not significant influence of perceived risk. Second, the internet shopping mall users' satisfaction was affected positively by the attitude and trust, negatively affected by perceived risk; attitude was affected positively by trust and reputation, negatively affected by perceived risk on the using the internet shopping mall. Third, the internet shopping mall trust and perceived risk were significantly affected by the ease of use and reputation.