B2C 전자상거래에서 사회적 실재감, 즐거움, 만족, 신뢰형성이 재구매의도에 미치는 영향 연구 : 오픈마켓 이용자를 중심으로

E-commerce has brought various changes to the methods of commerce structure and the development of business models of various fields. Especially, online transactions have been bestowing consumers with convenience and playfulness. Along with the revitalization of e-commerce, the scale of open market has been showing steady growth every year, and accordingly, the number of incidents of damage occurring after transactions also has been growing continuously every year. For the ongoing growth of the open market, consumers' steady satisfaction and trust formation continuing on to repurchase behavior is more important than any other factors. Therefore, by examining the precedent studies in the field of e-commerce, this study proposed social presence, playfulness, satisfaction and trust as the factors that influence the open market repurchase intention and examined the effects of these factors have on the repurchase intention. Based on the study result, this study proposed strategic directions for increasing the open market repurchase intention to the open market operators and e-commerce marketers by presenting the major decisive factors that influence the open-market repurchase intention.