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has been cited by the following article:

• TITLE: What are the Benefits of Continued Purchasing through the Internet? A Study of South Korean Consumers

  AUTHORS: Kanokwan Atchariyachanvanich, Noboru Sonehara, Hitoshi Okada

  KEYWORDS: repurchase intention, benefit, Internet shopping, extrinsic benefit, intrinsic benefit

  JOURNAL NAME: Journal of Service Science and Management, Vol.1 No.1, June 10, 2008

  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 money savings as well as intrinsic benefits measured in terms of pleas-ure, novelty, and fashion involvement have strong effects on the repurchase intention. Our findings indicate that cus-tomer retention must be promoted in Internet shopping by guaranteeing not only extrinsic benefits but also intrinsic benefits. This study discusses the relevant techniques of providing those benefits to customers and guidelines for future research.