A Comparative Study on the Structural Interactions Among Customer Satisfaction, Trust, Loyalty Based on Types of Internet Shopping Mall

The purpose of this study is to investigate the relationships among customer satisfaction, trust, and loyalty and examine the differences and similarities between specialized and general merchandise internet shopping malls concerning the relationships of these key success factors. The structural model is tested with each of the sub-samples(i.e., specialized and general merchandise shopping customers taken separately) and the data from entire data samples(i.e.,specialized and general. merchandise shopping customers pooled together). The same research model was used in analysing general merchandise, specialized, and integrated internet shopping mall to reveal and compare the casual path constructs. In the analysis of path coefficients composed of separated taken sample, all research hypothesis is accepted and the model's goodness of fit also shows all high. In the basis of the previous empirical test, multiple sample method was used. Properties of the causal paths, including standardized path coefficients, the significance of difference, latent correlations and variance explained for satisfaction, trust and loyalty in the hypothesized model, have similarities in general. This means that the proper structural management concemed with customer satisfaction, trust and loyalty is very crucial for the success of all kinds of internet shopping malls. Following the model test, I conduct a test of integrated model's path coefficients. Statistic. results show that all the hypothesis conceened with internet shopping malls were accepted like the separated sample test. Click and mortar companies should clearly understand and articulate the key. requirements of shopping mall satisfaction, trust and loyalty and encourage to establish linkage and interactive relationship among the research Variables. In addition, internet marketers are required to customize the interaction considering and adapting the patterns of internet shopping malls. Other interesting results concerning the strategies in internet shopping malls strategy are also presented.