Website Features Influencing Online Shopping Mall Performance: Moderating Role of Product Involvement

10.7903/ijecs.1974

Jungwon Lee；Okkyung Jung；Yunhye Lee；Ohsung Kim；Cheol Park

e-Commerce ； Website Feature ； Product Involvement ； Online Shopping Mall ； Online Experience

International Journal of Electronic Commerce Studies

13卷1期（2022 / 03 / 01）

93 - 111

英文

As the proportion of online shopping in the retail industry increases, studies on the effects of online shopping mall characteristics have been widely reported. However, limited research has been conducted on the effects of new website features in the Web2.0 environment and the factors that moderate these effects. This study analyzed these relationships through multilevel regression by measuring the features (e.g., decision aid, affiliate program, mobile app) of 390 online shopping malls and online shopping mall performance. The analysis showed that most website functions have a positive effect on online shopping malls, while the effect of product videos and affiliate programs differ by product involvement.

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