This study empirically verified the effect of service characteristics of social economy internet shopping malls in Jeollanam-do on customer reliability and loyalty. In addition, the reasons for ethical purchase and the moderating effect of residential areas were verified.
Methods/Statistical analysis: This study conducted an online survey on social economy shopping mall members, and a total of 267 people participated. As for the research methodology, the SPSS 22.0 program was used. Frequency analysis, exploratory factor analysis, reliability analysis, etc. were used for general characteristic analysis, and multiple regression analysis, mediating effect analysis, and moderation effect analysis were performed for hypothesis testing.
Findings: The main results according to the hypothesis test are as follows. The system characteristics and product characteristics of the social economy online shopping mall had a significant influence on the reliability. Also, reliability had a significant influence on loyalty. It was found that reliability played a mediating role in the relationship between systemic characteristics, product characteristics and customer loyalty. In the analysis of the moderation effect using the ethical reason for purchase and the residential area as variables, it was found that it plays a role of a similar control variable.
Improvements/Applications: As this study was based on a limited sample and that 'greenaum' is the only social economy online shopping mall, it may be insufficient to generalize the research results. Further research is expected to be conducted in the future.
Key words: Social economy, Internet shopping mall, Greenanum, Reliability, Loyalty, Purchase intention.
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