earticle

영어

The objective of this paper is to explore critical factors affecting customers’ purchasing intention when shopping in a virtual world. Based on the SITEQUAL model, the technology acceptance model and the utilitarian and hedonic motivation theory, this study proposes an integrative model which explains customers’ purchasing intentions in an online shopping mall. And it tries to empirically verify the model by using survey data from Korean customers. In addition, the relative importance of site reputation and hedonic shopping enjoyment is examined as moderating variables between utilitarian site quality variables and customers’ purchasing intention.