On-line Auction Site의 방문의도 결정 요인에 관한 연구

목차

제 1 장 서론
제 1 절 연구의 배경 및 목적
제 2 절 연구의 방법
제 3 절 연구의 구성

제 2 장 가상공동체에 관한 연구
제 1 절 가상공동체에 관한 연구
제 2 절 가상공동체의 대두가 마케팅 시스템에 미치는 영향

제 3 장 On-line Auction Site의 방문의도 결정요인에 관한 연구
제 1 절 제품유형이 On-line Auction Site의 방문의도 결정에 미치는 영향에 관한 연구
제 2 절 가상공동체의 구성요소가 Auction Site의 방문의도 결정에 미치는 영향에 관한 연구
제 3 절 상호작용성이 On-line Auction Site의 방문의도 결정에 미치는 영향에 관한 연구
제 4 절 On-line Auction Site의 방문의도 결정요인에 관한 개념적 모형

제 4 장 실증 연구
제 1 절 연구가설의 설정
제 2 절 개념의 조작적 정의 및 측정
제 3 절 자료의 수집
제 4 절 측정항목의 평가
제 5 절 연구가설의 검증결과
제 6 절 실증분석 결과의 요약

제 5 장 요약 및 결론
제 1 절 연구결과의 요약
제 2 절 연구의 시사점
제 3 절 연구의 한계

본문내용

transaction system in virtual environments is free from such physical barriers as time and space, cutting costs significantly. This results in the redefining of the relationship between transacting parties, having a significant impact on conventional transactions (physical transaction system).
In particular, most virtual retailers are leading electronic commerce by providing greater convenience and proximity to consumers in terms of time and distance. Buoyed by the growth of the e-commerce, the size of on-line auction market is expanding rapidly. In this study, by examining the relations between the intention of the visit to the on-line auction site and the site's components and interactivity, I tried to predict the future evolution of on-line auction site.
Furthermore, by examining the influence of the type of products on the intention of the visit by on-line customers, I tried to understand the importance of the composition of product contents at the on-line auction site.
The followings are the results of my study.
First, among the components of the virtual community, the needs to transact, fun and excitement were the major factors contributing to the on-line visit, but needs relating to relationship and interests were not significant factors.
Second, it was concluded that the interactivity between participants and companies or the sites played an important role in inducing on-line visits.
Third, the result of the empirical study shows that the intentions of the visit to the site were significantly influenced by the type of products.
Lessons we can derive from the study results are the following.
First, an active response to the need of virtual community in cyberspace is needed. Virtual communities are growing at a rate unseen in the physical community. By providing contents, through which visitors' needs such as transaction, fun and excitement can be met, the site will be able to raise its royalty.
Second, at on-line auction sites, strengthened interactivity between the virtual community and visitors would be reciprocated with increasing revisits. Therefore, responding to the need of visitors and correcting unsatisfactory elements are key to improving visitors' image on the site. In other words, a consistent and instant communication will help raise the royalty of the site.
Third, the fact that a difference can be made in the intention of visit according to the type of products well illustrates that the products visitors want should be studied and preprepared as contents.
Key Word : On-line Auction, Virtual Environments, Virtual Community, Interactivity, Transaction Needs, Interest Needs, Relationship Needs, Fun, Excitement,
經營學碩士學位論文
On-line Auction Site의 방문의도 결정 요인에 관한 연구
1996年 8月
서울大學敎 大學院
經營學科 經營學專攻
宋 容 泰
On-line Auction Site의 방문의도 결정 요인에 관한 연구
指導敎授 林 鍾 沅
이 論文을 經營學 碩士學位 論文으로 提出함.
1999年 6月
서울大學校 大學院
經營學科 經營學專攻
宋 容 泰
宋容泰의 經營學 碩士學位 論文을 認准함.
1999年 6月
委 員 長 _____________________印
副委員長 _____________________印
委 員 _____________________印

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