A Study on the Antecedent Variables Influencing Continuous Use Intention of Online Shopping Malls

This study examines the antecedent variables that influence the continuous use intention of online shopping malls.As society increasingly shifts towards digitalization, online shopping malls continue to evolve, attracting a growing number of users regardless of age or gender.However, the recent "Tmon and WeMakePrice incident" has significantly impacted consumer perception, highlighting trust as a crucial factor in online shopping.This study employed convenience sampling, and after excluding unreliable responses, a total of 226 survey responses were used for final analysis.The findings indicate that transaction stability, design quality, interactivity, and price affordability significantly influence trust, whereas convenience does not.Additionally, among the factors influencing flow, only price affordability was found to be significant.The hypothesis that trust positively affects flow was also rejected, whereas both trust and flow were confirmed to have significant effects on continuous use intention.These results suggest that trust is no longer a prerequisite for immersion, suggesting the need to reconsider the relationship between trust and immersion.As consumer spending patterns shift toward seeking the lowest prices and rational consumption, economic benefit-based immersion emerges as a crucial research variable with academic significance.Furthermore, trust alone is insufficient to drive immersion, and price competition will significantly impact consumers' continued usage intentions.Therefore, integrating new shopping experiences such as live commerce, AI recommendations, and subscription services with enhanced economic benefits can lead to successful business performance, highlighting its practical value.