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Determinants of online shoppers' satisfaction in Korea

Author

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  • Minho Kim
  • Han Mo Oh
  • Ronald McNiel

Abstract

The purpose of this article is to identify the factors that might lead to the customer satisfaction in the online shopping malls across Korea. It is hypothesized that customer's positive perception of usefulness of internet shopping, security, technical competence, customer support and the interface of shopping mall positively affects the customer satisfaction. It is also hypothesized that satisfied customer becomes loyal customer. The survey results confirm that customer satisfaction has a significantly positive impact on the customer loyalty, which reveals that internet shoppers show high loyalty when they are satisfied with the service. We also find that online customers' risk perception about the security of the transactions, customer support to the online shopping and interface of the shopping mall are positively related to the customer satisfaction.

Suggested Citation

  • Minho Kim & Han Mo Oh & Ronald McNiel, 2008. "Determinants of online shoppers' satisfaction in Korea," Applied Economics Letters, Taylor & Francis Journals, vol. 15(10), pages 805-808.
    • Handle: RePEc:taf:apeclt:v:15:y:2008:i:10:p:805-808
    DOI: 10.1080/13504850600749164
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    Cited by:

    1. Levi Pérez, 2013. "What drives the number of new Twitter followers? An economic note and a case study of professional soccer teams," Economics Bulletin, AccessEcon, vol. 33(3), pages 1941-1947.
    2. Subhro Sarkar & Arpita Khare, 2017. "Moderating effect of price perception on factors affecting attitude towards online shopping," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(2), pages 68-80, June.

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