As the diffusion of Internet and e-commerce continue, the internet shopping mall has increased greatly in number. Therefore, there has been cut-throat competition among internet shopping malls and it became important to increase customer’s loyalty which is critical to the profit of internet shopping mall. Most of the current studies have investigated diverse factors, such as price, quality and diversity of products and brand power, which were considered to have significant effects on customer loyalty. Technical factors of the internet shopping mall site have not been studied to examine the effects on customer’s loyalty.
In this study, the effects of technical factors of the internet shopping mall sites on the customer’s loyalty are analyzed. And this study investigated how the level of internet usage of customer impacts on the expectation on the technical factors of internet shopping mall site. Also, this study examined how the expectation on the technical factors of the internet shopping have impact on the customer’s loyalty.
