Abstract
This study analyzed the effect of online shopping mall attributes and online shopping styles on shopping satisfaction and repurchase intention. For this purpose, we surveyed consumers who have experience in online shopping mall. The survey was conducted for consumers who have experienced online shopping in Gyeongsangnam-do for two weeks from April 16, 2018 to April 27, 2018. A total of 189 questionnaires were collected and 149 questionnaires were used for final analysis except for 40 questionnaires with irrelevant data and missing data. The results of this study are as follows. First, the effect of online shopping mall attributes on online shopping satisfaction was partially adopted. That is, product diversity and product information have a positive effect on shopping satisfaction, while price has no significant effect on shopping satisfaction. Second, the influence of consumer shopping styles on online shopping satisfaction was partially adopted. In other words, habituality (brand loyalty) has a positive effect on shopping satisfaction, but brand consciousness and quality consciousness have no significant effect. Finally, online shopping satisfaction has a positive effect on repurchase intention.
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