인터넷쇼핑 속성과 구매의도의 관련성분석 ：만족의 매개효과를 중심으로

[Purpose] This study analyses how convenience of use and product variety, identified as key attributes in previous research regarding online shopping that has recently brought significant changes to consumers' lifestyles, influence purchase intention through customer satisfaction. [Methodology] This study adopted a survey method targeting users who have experience with internet shopping. For the analysis, reliability analysis, factor analysis, correlation analysis between variables, and regression analysis for hypothesis testing were conducted. [Findings] First, the main characteristics of online shopping, ease of use and variety of products, have a positive effect on purchase intention. Second, ease of use and variety of products, as main characteristics of online shopping have a positive effect on satisfaction. Third, satisfaction of consumer has a positive effect on the purchase intention. Fourth, consumer satisfaction had a positive mediating effect in the process by which ease of use and product variety influence purchase intention. [Implications] In the future, internet shopping－related companies will need to strive to improve convenience of use and product variety to increase sales, and it can be seen that such effects are achieved through increased consumer satisfaction.