The purpose of this empirical study is to examine not only informativeness, joyfulness, and trust as the key factors of the effects of Internet shopping mall's initial web page image on consumer's purchase intention but relationship among them as well. Based on antecedent studies, the empirical analysis has been performed, targeting to the potential customers who experienced the service provided by an Internet shopping mall after looking at Internet shopping mall's initial web page image. This study shows the key factors affecting customers' purchase intention that the customers' purchase intention has positive relationship with informativeness, joyfulness and trust for Internet shopping mall users. In the view of Internet shopping mall companies, the higher informativeness as practical benefits provided by the Internet sites and joyfulness as pleasurable benefits users acknowledge, the more positive customers' attitude with trust toward Internet shopping mall. This will increase customers' purchase intention.
Keywords: internet shopping mall's, image, purchase intention, informativeness, joyfulness, trust etc.
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- THE INTERNATIONAL MANAGER / ISSN: 2348-9413 (Online); 2348-9405 (Print)
- MEDIATING EFFECT OF INFORMATIVENESS JOYFULNESS AND TRUST IN INTERNET SHOPPING MALL'S IMAGE ON CONSUMER'S PURCHASE INTENTION IN KOREA (Pages 62-78) by Mr. Katta Ashok Kumar in THE INTERNATIONAL MANAGER / ISSN: 2348-9413 (Online); 2348-9405 (Print)
MEDIATING EFFECT OF INFORMATIVENESS JOYFULNESS AND TRUST IN INTERNET SHOPPING MALL'S IMAGE ON CONSUMER'S PURCHASE INTENTION IN KOREA (Pages 62-78) by Mr. Katta Ashok Kumar in THE INTERNATIONAL MANAGER / ISSN: 2348-9413 (Online); 2348-9405 (Print)
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Mr. Katta Ashok Kumar
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