온라인 창업쇼핑몰 품질속성이 관계지속의도에 미치는 영향-쇼핑동기의 매개효과-

This study aims to examine the impact of quality attributes of online entrepreneurial shopping malls on relationship continuance intentions among college students and to clarify the mediating effect of shopping motivation within these relationships. For this purpose, a survey was conducted targeting upperclassmen from A University located in Gyeongnam. Out of 250 respondents, 243 were used for the final analysis after excluding 7 insincere responses. The main hypothesis testing results are discussed as follows: First, among the online shopping mall quality attributes, the attributes of product quality, customer service, and delivery service had a significant positive impact on relationship continuance intentions. The relative influence was in the order of customer service attributes, quality attributes, and delivery service attributes. Second, the quality attributes of online shopping malls, including product quality, customer service, and delivery service, had a significant positive impact on shopping motivation. The relative influence was again in the order of customer service attributes, quality attributes, and delivery service attributes. Third, shopping motivation had a significant positive impact on relationship continuance intentions. Fourth, the mediating effect of shopping motivation in the relationship between online shopping mall quality attributes and relationship continuance intentions was confirmed.