| Home | Sitemap | Contact Us |  
Hum. Ecol. Res Search


J. Korean Home Econ. Assoc > Volume 50(2); 2012 > Article
Journal of the Korean Home Economics Association 2012;50(2):93-107. doi: https://doi.org/10.6115/khea.2012.50.2.093
The Effect of Relationship Benefit on Consumer’s Purchase Intention: Focusing on Mediating Role of Interaction
Jin Mie Chae
Apparel Fashion & Business, Hansung University
Corresponding Author: Jin Mie Chae ,Tel: +82-10-3304-0790, Fax: +82-2-552-7259 , Email: chaemie61@hanmail.net
Received: December 26, 2011; Revised: December 27, 2011   Accepted: February 1, 2012.
The purpose of this study was to investigate the effect of relationship benefit on consumer’s purchase intention by focusing on the mediating role of interaction in internet shopping malls. The survey research was limited to respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products thru internet shopping malls. 562 data were analyzed by descriptive statistics, factor analysis, reliability analysis, and multiple regression using SPSS program. The results indicated that each relationship benefit dimension had a significantly positive effect on consumer’s purchase intention. The interaction between internet shopping malls and the consumer was categorized by two factors such as content-people interaction and people-people interaction. In addition, each interactive factor showed mediating effects between relationship benefits and consumer’s purchase intention.
Keywords: relationship benefit, purchase intention, content-people interaction, people-people interaction
Editorial Office
The Korean Home Economics Association
TEL : +82-2-561-6416, +82-2-561-6446    FAX : +82-2-562-2999    
E-mail : khea6416@daum.net
About |  Browse Articles |  Current Issue |  For Authors and Reviewers
Copyright © 2014 The Korean Home Economics Association.                 Developed in M2PI