온라인 고객경험이 재구매의도에 미치는 영향: 고객만족과 온라인 소비자 리뷰의 조절된 매개효과를 중심으로

Purpose - Based on online customer experience and social Influence theory, this study empirically analyzes the influence of online customer experience on repurchase intention on the rapidly growing online market in Korea, examining the mediating effect of customer satisfaction and the moderating effect of online customer reviews. Design/methodology/approach - A survey was conducted with 1,147 online marketplace users in Korea from April 10-25, 2025. The study employed multiple regression analysis and PROCESS macro 4.2 to test mediation and moderated mediation effects. Online customer experience was measured using five dimensions: ease of use, customization, security, fulfillment reliability, and customer service. Findings - The results showed that online customer experience had a significant positive effect on repurchase intention. Customer satisfaction mediated this relationship, confirming its role in linking online customer experience and repurchase intention. Furthermore, the online customer reviews negatively moderated the mediating effect. Specifically, the effect of online customer experience on customer satisfaction is stronger in the low level group of online customer reviews. Research implications or Originality - This study extends customer experience theory to online contexts and reveals that the effectiveness of positive customer experiences is enhanced when external reviews are negative, providing new insights into expectation-disconfirmation theory and prospect theory applications in digital environments.