Abstract
This research studied the effect of 15 variables on the consumers' overall satisfaction and repurchase intention in Internet shopping malls. As the value of loyal customers is incomparably high in electronic commerce, winning customers' loyalty is vital to success of shopping malls. In this study, a customer is defined as one who has purchased goods or services at least once from Internet shopping malls. The research variables are demographic factors, product perceptions, customer service, perceived ease of use, site image, promotion, perceived consumer risk, personal characteristics and Internet communications environments. The outcome of the research is as follows: perceived consumer risk shows a negative relationship with the repurchase intention, and all the other variables - product perceptions, customer service, perceived ease of use, site image, promotion, communications environments - are positively related with the repurchase intention. Also, the overall satisfaction level of customers for the Internet shopping malls positively influences repurchase intention.
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