인터넷 아동복 구매자의 인터넷 쇼핑 태도, 인터넷 쇼핑 행동, 인터넷 쇼핑 만족도 - 인터넷 구매 빈도를 중심으로 -

Abstract

The purpose of this study was to identify the differences of internet shopping attitude, shopping behavior, and shopping satisfaction according to purchasing frequency of internet shoppers for children's clothing. Data were collected from 170 female internet users who had purchasing experiences of children's clothing. For data analysis, factor analysis, one-way ANOVA, Duncan test, cross tabulation, regression analysis, t-test, frequency and multi- response analysis were conducted.The results are as follows:The internet shoppers for children's clothing were classified by purchasing frequency. Factors of internet shopping attitude were convenience, reliability, and safety. Significant differences were found on internet usages, internet attitudes, and shopping behaviors between two groups. Heavy purchasers used internet longer, had more positive attitude toward convenience and safety, and paid more money than light purchasers. Significant differences were found on internet attitudes according to age and internet usage. Convenience and safety factors had impact on internet shopping satisfaction.