B2C electronic commerce has now established itself as one of the representative marketing channels. Therefore, purchasing through B2C shopping malls should be understood as the act of purchasing products using computers and the internet, and accordingly, research on purchasing through B2C electronic commerce should be grounded in both existing theories of consumer behavior and theories of human behavior related to computer use. However, although many studies on B2C shopping malls have recently been conducted in the field of management information systems, they have largely attempted to explain behavior in B2C shopping malls based on information technology acceptance theories. In contrast, marketing research has primarily approached the subject from a consumer behavior perspective, with virtually no discussion of information technology acceptance, which plays a pivotal role in B2C electronic commerce. Fundamentally, since the use of B2C shopping malls constitutes a purchasing behavior mediated by information technology, all relevant theories must be integrated to better understand consumer behavior in the new online marketplace. From this perspective, the present study proposed an integrated model grounded in the major theories of consumer behavior and information technology acceptance in B2C electronic commerce. To investigate the antecedents of customer satisfaction and repurchase intention, the study presented a research model integrating the Technology Acceptance Model (TAM), a representative theory of information technology acceptance in the management information systems field; customer value theory, which identifies determinants of purchase in marketing; and trust theory, which is critically important in uncertain transactions such as B2C electronic commerce. To verify the fitness of the research model and the significance of each hypothesis, this study collected response data from 312 individuals who had experience with B2C electronic commerce through an electronic survey. The analysis revealed that usefulness, customer value, and trust—all variables except ease of use—significantly influenced customer satisfaction. Furthermore, customer satisfaction was found to have a highly significant effect on repurchase intention. In the conclusion of this study, it was suggested that for businesses to succeed in B2C electronic commerce, an increasingly competitive marketplace, they must devote greater attention and derive managerial implications from the antecedents of customer satisfaction that are considered important from a web perspective.