Abstract
As the proportion of online shopping in the retail industry increases, studies on the effects of online shopping mall characteristics have been actively reported. However, research on the effects of new website features in the Web 2.0 environment and factors that moderate these effects is scarce. This study analyzed the relationship between website features and online shopping mall performance through hierarchical regression modeling by determining the features of 390 online shopping malls (e.g., decision aid, affiliate program, mobile app) and online shopping mall performance variables (i.e., revenue). The analysis results showed that most website functions have a positive effect on online shopping malls and that product videos and affiliate programs have different effects on online shopping mall performance depending on product involvement. Based on these results, practical implications were proposed.
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