earticle

영어

The current study investigates relationships shopping motivation have effects on repurchase intention. This causal relationship is mediated utilitarian value and hedonic value. Study samples composed of ages between 20s and 30s who have prior experiences in online shopping purchases. Total of 256 valid data were collected and analyzed. The results indicated cost saving, shopping convenience, and browsing showed significance on both utilitarian value and hedonic value. The variety seeking and self-gratification showed significance on utilitarian value. The social interaction showed significance on hedonic value. The utilitarian value and hedonic value showed significance on repurchase intention, and the intensity was prominent in the relationship between the utilitarian value and repurchase intention. In conclusion, we believe that to improve the degree of repurchase by providing all of the practical value and hedonic value to customers operators of on-line shopping channel. Also diversity motivation, is expected to be able to derive a more efficient repurchase effect by stimulating the buying motives other than self-satisfaction synchronization information seeking motivated, among hedonic value. Additionally, will be able to derive a more efficient effect over the repurchase hedonic value by stimulating information seeking, diversity motivation and self-satisfaction motivation. Therefore contribute to increased productivity of field sales and increased profits due to corporate business strategy speaks of online shopping.