Lastly, as shown in the indirect effect of site quality on repurchase intention through customer satisfaction and customer trust, mediating variables are substantial in order for site quality to more strongly influence repurchase intention. In addition, the direct of mediating variables of customer trust and customer commitment had the impact on repurchase intention. All these results suggest that customers are concerned with customer satisfaction, customer trust, and customer commitment, even though site quality is emphasized. Therefore, online retailers should also maintain customer satisfaction, customer trust, and customer commitment rather than only emphasizing site quality.