최근 인터넷 쇼핑몰 업계의 시장구도가 개편되고 있고 시장 주도권 다툼이 치열한 것이 현실이다. 따라서 본 연구는 온라인에서 운영되고 있는 인터넷 쇼핑몰의 어떠한 요인들이 고객들에게 만족을 주는지를 분석하기 위해 진행되었다. 온라인 쇼핑몰에서의 상황에 적합하도록 각 요인들과 측적지표들을 선별하였다. 이들을 가지고 인터넷 쇼핑몰 구매 경험자를 대상으로 실증분석을 한 결과, 편리성, 사이트 디자인, 상품다양성, 정보 제공성 등을 통해 고객은 쇼핑몰 이용에 만족을 느끼는 것으로 나타났다.

This study has been performed to investigate and analyze the affecting factors of e-Satisfaction focused on internet shopping malls in online e-commerce market. As a result of study, it was detected that those factors of convenience, site design, product assortment information offering had position effect on e-satisfaction. this implies that e-shoppers feel highly satisfied with the freedom of time and space which wall defined as convenience factor. It also means that major consumers of local internet shopping malls feel satisfied if a shopping mall site is well-formed and supports fast searching functions. In addition, diversity of products and appropriate level of inventory to general availability of service and product, detailed information on product, and other additional information supports were also proved to affect consumers e-satisfaction. And the fact that consumers have tendency to trust more the shopping mall where they purchased more than once in the past means that transaction security also requires special consideration. This study was investigated with focused on shopping mall site itself, therefore the major parts of critical success factors from site design to implementation could be discussed and get helpful suggestions.