온라인 쇼핑사이트 채널만족 및 지속사용의도 영향요인에 관한 연구

The main purpose of this study is to provide an important suggestion in order to establish competition strategy for the On-Line Shopping Site businesses and to intend to build a new one through the analysis of success factors of On-Line Shopping Site. First, this study suggested independent variables and dependant variable based on existing studies related to On-Line Shopping Site and made study model. Then, we analyzed the effects of main success factors of On-Line Shopping Site which are service factor, trust factor, the effectiveness of shopping, information quality on the channel satisfaction of On-Line Shopping Site. 350 undergraduates on Department of Business Administration in Dae-gu took part in this survey for 10 days from 5. 9. 2011 and Actually, 235 proper questionnaires were used in the analysis except some inappropriate questionnaires. To sum up the analysis result, it was found that convenience, easy to order, delivery and A/S ease, transaction safety, personal data protection, shopping efficiency, information quality had a significant effect on the On-Line Shopping Site success. that is, the better cost saving effect, information quality, the convenience of order and A/S and transaction safety are the more satisfied consumers are with the shopping through On-Line Shopping Site when they shop through On-Line Shopping Site.