The Effect of Online Shopping Mall Characteristics on Flow, Shopping Satisfaction and Repurchase Intention : Focusing on Golf Wear

This study was conducted targeting consumers who had experience purchasing golf wear through online shopping. We sought to understand how the characteristics of golf wear online shopping malls affect flow, shopping satisfaction, and repurchase intention. The attributes used to measure online shopping mall characteristics were defined as information provision, product diversity, convenience of use, price efficiency, and interactivity. Of the collected questionnaires, 352 valid samples were collected using SPSS Ver. 25.0 and AMOS Ver. Analysis was conducted using the 25.0 statistical package. The empirical analysis results of this study are as follows. First, the characteristics of golf wear online shopping malls will have a significant positive influence on flow. Second, shopping mall characteristics will have a significant positive effect on shopping satisfaction. Third, flow will have a significant positive (+) effect on shopping satisfaction. Fourth, flow will have a significant positive (+) effect on repurchase intention. Fifth, shopping satisfaction will have a significant positive (+) effect on repurchase intention. Therefore, it can be said that the hypothesis presented in this study has been sufficiently proven. As a result of this study, it was confirmed that in practical terms, a more active and detailed approach strategy should be established for customer communication activities, 1:1 customized customer consultation, and information exchange between users, considering the environmental characteristics of an online shopping mall.