earticle

영어

The previous other research has greatly advanced the understanding of e-Shopping, e-Satisfaction and e-Loyalty by providing a theoretical framework. But previous research has not investigated the tenants of the framework across various e-Satisfaction and structural relationships between other variables on travel service web-site. So, this study examines the relationships between electronic shopping value, e-satisfaction, overall satisfaction and e-loyalty on travel agency in Korea. Data obtained from survey of travel consumer who purchased travel product through web-site of travel agency. In this research, the e-shopping value(hedonic and utilitarian shopping value) has positive effects on e-satisfaction, overall satisfaction and e-loyalty. And the e-satisfaction has positive effects on overall satisfaction and e-loyalty. Also, the overall satisfaction has positive effects on e-loyalty. Utilitarian Shoppers prefer their overall satisfaction in easy of search to serviceability and security factor more then hedonic shoppers. On the other hand, the hedonic shoppers more enjoyed on information of travel and product during searching the internet shopping mall. From the theoretical, I discuss the literature proposal related to e-satisfaction and e-loyalty and propose the research framework. From the practical perspective, web-site managers must establish the internet infrastructure with well designed security system and travel information system which meets the users expect from e-shopping mall. Further, my results suggest that enjoyment and convenience are significant importance, so that firms should recognize customers' value and develop strategies, security systems, and web-site that further build and maintain trust.