New Electronic commercial paradigm is now diffusing based on the rapid growth of computer network infrastructure and, therefore, online shopping malls are aggressively expanding all over the world.
In this thesis we identify facilitating factors that affect the active utilization of online shopping mall system considering customers' needs and convenience such as service availability, information relevance to customers' needs, system convenience.
Empirical data analysis was performed for nine Korean online shopping malls. Results shows that a significant relationship was found between the information relevance to customers' needs and system convenience factors and customers' repeated purchase rate.
For customers' increased utilization of online shopping, current malls should concentrate on delievering relevant information to the customer needs and developint convenient shopping mall systems.
