상호작용성의매개효과를중심으로* The Effect of Relationship Benefit on Consumer’s Purchase Intention: Focusing on Mediating Role of Interaction

The purpose of this study was to investigate the effect of relationship benefit on consumer’s purchase intention by focusing on the mediating role of interaction in internet shopping malls. The survey research was limited to respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products thru internet shopping malls. 562 data were analyzed by descriptive statistics, factor analysis, reliability analysis, and multiple regression using SPSS program. The results indicated that each relationship benefit dimension had a significantly positive effect on consumer’s purchase intention. The interaction between internet shopping malls and the consumer was categorized by two factors such as content-people interaction and people-people interaction. In addition, each interactive factor showed mediating effects between relationship benefits and consumer’s purchase intention. 주제어(Key Words):관계혜택(relationship benefit), 구매의도(purchase intention), 컨텐 츠 상호작용(content