인터넷 쇼핑에서의 소비자 구매행동에 관한 연구 (인터넷쇼핑)

목차

Ⅰ. 서론

Ⅱ. 선행연구의 검토
1. 이론적 연구의 검토
2. 실증적 연구의 검토

Ⅲ. 인터넷 쇼핑에서 구매에 영향을 미치는 요인에
대한 프레임웍

Ⅳ. 연구방법
1. 표본의 선정
2. 연구절차 및 측정

Ⅴ. 연구결과
1. 직장인들의 인터넷 활용도
2. 직장인들의 인터넷 쇼핑 활용도
3. 직장인들의 인터넷 쇼핑 구매제품
4. 직장인들의 인터넷 쇼핑 만족도
5. 대학생들의 인터넷 활용도
6. 직장인과 대학생의 인터넷 쇼핑 활용정도의
차이분석

Ⅵ. 결론 및 향후 연구방향
참고문헌
Abstract

본문내용

Shopping on the Internet," Internet Research, Vol.6, No.1, pp.81~91.
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31. Sirrka L.J & Peter A. T.(1997),“Consumer Reactions to Electronic Shopping on the World Wide Web," International Journal of Electronic Commerce, Vol. 1, No.2, pp.59~88.
32. Thompson, C.J. and Hirschman, E.C.(1995),“Understanding the socialized body : a poststructuralist of consumers' self-conceptions, body images, and self-care practices," Journal of Consumer Research, Vol.22, pp.139~154.
33. Welz, G(1995),“Information highway revs up," Computer Reseller News, January, pp.27~28.
Abstract
A Study of Consumers' Buying Behavior on Internet Shopping Mode
Kim, Woo-hee·Chun, Myung-hwan
With rapid advances on Interactive technology, and the growing popularity of the Internet, Internet shopping receives considerable attention in both the popular-press and academic journals. The Internet has enormous commercial possibilities. But it is a new and dynamic medium that poses special challenges for marketers. The revolutionary nature of the Internet mandates that established wisdom on consumer marketing along with marketing-mix strategies has to be reexamined and perhaps radically revised.
In order to assist marketers in this endeavor it is critical to understand consumers' buying behaviors of Internet shopping. But research in this area still very much its infancy.
This study examined previous researches of Internet shopping and developed conceptual framework of Internet shopping modes. Additionally, this study examined empirical investigation of Internet shopping.
Preliminary results suggests that there are significant differences in individuals' perceptions of Internet shopping and traditional shopping modes. Various factors influences on consumers' buying behavior on Internet shopping. There are Individuals' factors(personality, lifestyle, prior experience, perceived risk etc), shopping mall factors(trust, vividness, security, promotion, etc), product characteristics(product category, brand, etc), situational factors(time pressure, locational constraints etc), social/cultural factors(Norms, importance of other peoples etc).
Additionally, We conducted empirical study of the impact of the Internet on consumer shopping behavior. We gathered consumers' reactions via an open-ended survey using a sample of 90 shoppers. We related the reactions to the factors of consumers' satisfaction or dissatisfaction of the Internet shopping.
Consequently, there are many questions regarding factors that might influence Internet shopping. From theoretical and practical perspectives, studies that examine these factors would seem to offer much to the discipline. This paper has attempted th provide insights and direction of future empirical examination of Internet shopping.

키워드

인터넷소핑,   소비자,   구매행동