전자상거래 쇼핑몰 고객만족과 타인추천, 재방문의지에 관한 실증분석

The number of internet electronic commerce users has increased steadily and EC is now considered not only as the communication tools, but also as the economic activity. But in spite of these global trends, current studies limited to managerial approach are insufficient in the evaluation of EC policies and situations. The purpose of this study are to present satisfaction of customers who will operate internet shopping mall. and to analysis after-purchase behavior on EC satisfaction As a result of making regression analysis, for its satisfaction, the hypotheses on “Shopping Mall Contents”, “Information supply”, “Economy”, “The reliability”, “Customer Service” were accepted at the p<.0.05 level of significant. for its after purchase behavior, the hypotheses on “Shopping Mall structure”, “Economy”, “The reliability”, etc factors were accepted at the p<0.05 level of significant in 4 factors. But “Convenience of order process” not accepted at the p<0.05 level of significant. In order words, electronic commerce satisfaction became greater when better convenience and economy were provided, the ethics were observed better, more diverse information was supplied and better system support was given. and those who had a higher educational background or better perception of electronic commerce felt more satisfaction, Finally, more usefulness of electronic commerce led to bigger satisfaction after purchase.