오픈마켓 식품카테고리 매출영향요인 분석

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오픈마켓 식품카테고리 매출영향요인 분석에 대한 보고서 자료입니다.

목차

제1장 서론 ·················1
제1절 연구배경 ·················1
제2절 연구목적 ···················4
제3절 연구구성 ················4

제2장 이론적 배경 및 선행연구에 대한 고찰 ········6
제1절 식품구매자들의 일반적 식품 구매 행태 ········6
제2절 인터넷 쇼핑몰에서 식품 구매 의도 영향요인 연구 ···7
제3절 인터넷 쇼핑몰에서 식품 재구매 의도에 관한 연구 ·10
제4절 오픈마켓 구매영향에 관한 고찰 ···········11

제3장 연구모형 및 가설설정 ···············18
제1절 연구모형 ··················18
제2절 연구가설 ······················19
제3절 변수의 정의와 측정 ···············30

제4장 실증 분석 결과 ················34
제1절 자료의 분석 ··················34
제2절 변수의 신뢰성 분석 ·············38
제3절 결과분석 및 가설 검증 ·············39

제5장 결론 및 향후 연구과제 ···············56
제1절 결론 및 요약 ···················56
제2절 시사점 및 연구의 한계 ··············58

참고문헌 ·····················61

부록 ·····················65

국문초록 ··················71

Abstract ·····················73

본문내용

ass the scale of the synthetic shopping malls. Despite this amount of growth, some established researches and statistics find out that the food category is still difficult to grow. In light of the research on the actual condition of informanization in the first half term in 2007 that was published in August 2007 by National Internet Development Agency of Korea, 13.3% of shoppers bought foods by internet shopping. Given the report about the change of internet shopping and counter strategyby Samsung Economy Research Institution(SERI), most of customers were afraid to buy agricultural and marine products by internet and the food category barely has developed.
The purpose of this research is that finds out the elements of sale in food category in open markets in according to the growth of internet shopping and suggests the elements of customer’s interest needed to the marketing strategy of developing open markets. I also try to divide rice, fruits, meats, marine products from health, beverage, processed food to reflect the traits of each category in foods. In addition, I try to compare the customer’s interest with the elements that lead to buy some product again and prove the difference of them.
In short, the results of this research depict below.
The elements that customers affect the intention of purchase in food category in open market are the evaluation of products, the quality of products, delivery, homepage, interface and the marketing of sellers. Interface and the marketing of sellers among them show high intention of purchase relatively. However if analyzed the frequency of elements that concern when customers buy, the result shows quality(36.1%), the evaluation(29.7%), interface(16.1%), homepage(4.4%), the marketing of sellers(3.7%). When purchasing in the open markets and apply the decision-making model for purchase of Kalakota & Whinston, customers are first influenced by quality and the evaluation of products when searching products and service. However when comparing different traits and in the process of decision, they are influenced by interface and the marketing of sellers.
The analytic results in the food category products show the same importance in the evaluation of products, quality, interface and the marketing of sellers. They show meaningful difference only in delivery and homepage. However showing that the intention of purchase in food category is influenced by the evaluation of products, quality, delivery, homepage, interface and themarketing of sellers, as time goes by rice, fruits, meats, marine products category also has potential to grow.
Therefore through this research, Ican get conclusion that interface and the marketing of sellers are important to boost the customer’s interest in open markets and it is essential that sourcing the brand products, providing the shopping experience, reinforcing a assortment of products, raising the accumulated purchase of products and building up the marketing education for sellers.

키워드

오픈마켓,   G마켓,   식품,   카테고리,   매출,   요인분석,   삼성경제연구