인터넷쇼핑몰과 디자인 환경 - 쇼핑목적을 중심으로 -

This paper is to identifies how design atmosphere of internet shopping mall such as graphics, colors, menu and link have an effect on arousal and pleasure and they, in turn, have influence on loyalty by shopping motives such like purchase, compare with price of products, search for information, and hedonic of shopping. A survey study was conducted to collect the data with consumers who have experience purchase or search on internet shopping malls. Analysis of regression with SPSS 17.0 was performed to test the research hypothesis. The results of the study are as follows: It was found that colors has influences on arousal but menu and link have an effect on both arousal and pleasure in the group who have shopping motive of purchase, and graphics, menu and link have influence on both arousal and pleasure in the group who have shopping motive of compare with price of products, and graphics have an effect on both arousal and pleasure but menu and link has only influences on arousal in the group who have shopping motive of search for information. While on the other, all components of design atmosphere of internet shopping mall have not influence on consumer's emotion such as arousal and pleasure in the group who have hedonic of shopping, but loyalty affect on arousal and pleasure in all group of shopping motives.