인터넷 쇼핑몰 사이트에 대한 정서적 몰입에 영향을 미치는 요인에 관한 연구

This research explores the relationship between site attractiveness, flow, affective commitment by separating the formation process of affective commitment on the internet shopping mall site into two paths with site characteristics and consumers' personal psychological traits. One of the results reveals that all of the Internet shopping mall characteristics (reputation, distinctiveness, and familarity) which consumers feel have an effect on the site attractiveness. The second result is that whereas positive feeling and interactivity have a favorable influence on flow, self-efficacy among the three personal traits has not effect on flow. The finding shows that although consumers with high self-efficacy show better performance ability, they might not focus on or be interest in the site they visit. The last result is that the site attractiveness and flow affect the affective commitment on the site. This explains that consumers have affective commitment on the site when the site is attractive and interesting.