Determinants of online shoppers' satisfaction in Korea

Minho Kim (), Han Mo Oh and Ronald McNiel

Applied Economics Letters, 2008, vol. 15, issue 10, 805-808

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.

Date: 2008
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DOI: 10.1080/13504850600749164

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