What are the Benefits of Continued Purchasing through the Internet? A Study of South Korean Consumers
Read full paper at: http://www.scirp.org/journal/PaperInformation.aspx?PaperID=44#.VNhq8yzQrzE Author(s) Kanokwan Atchariyachanvanich , Noboru Sonehara , Hitoshi Okada Affiliation(s) National Institute of Informatics 2-1-2 Hitotsubashi Chiyoda-ku . National Institute of Informatics 2-1-2 Hitotsubashi Chiyoda-ku, Tokyo . National Institute of Informatics 2-1-2 Hitotsubashi Chiyoda-ku, Tokyo . ABSTRACT Since keeping the customer purchasing a product/service is essential to maintaining the profitability of any business, the continuance of purchasing through the Internet is vital to online business. This study is one of the few attempts to investigate the perceived benefit factors affecting customers’ intention to continue purchasing through the Internet. Ac-cording to a multiple regression analysis of online questionnaires filled out by 998 online customers in South Korea, extrinsic benefits measured in terms of time and mone...