Nowadays Internet shopping malls have grown dramatically under the influence of the rapid expansion of the Internet use and the information technology development. So the industries have been meeting with cutthroat competition to gain customers in the current Internet shopping mall market.
The researchers so far have studied only the factors influenced of purchase intention under the E-commerce, not analyzed those elements integrated. That is that there were insufficient studies about the familiarity, trust, and quality of the website affecting purchase intention to use Internet shopping malls. This empirical study has been analyzed how the familiarity, trust, and quality of the website composed of the quality of information, system, and service affect the use Internet shopping malls or purchase intention.
As a result of this study, the familiarity, trust, and quality of the website affect perceived ease of use and usefulness of Internet shopping malls, and also those perceived ease of use and usefulness affect purchase intention at the Internet shopping malls. Finally the purchase intention makes the real purchase.
In conclusion, many Internet shopping malls should improve the quality of the website such as the information quality, the system quality, and service quality to gain customers at the Internet shopping market, and also should establish customer's familiarity and increase the customers' trust to the shopping malls. After that the customers understand the utility and usefulness of Internet shopping malls and the raising purchase intention should make the real purchase. Most customers should make an online purchase continually at the Internet shopping malls established customer's familiarity and trust.