인터넷 여행상품 구매자의 라이프스타일과 만족도

Abstract

As a result of the increase in internet users and five working days, the traveler population is also rising. Especially, Internet purchase of travel goods is rapidly increasing. The purpose of this research is to determine the life-style and product satisfaction of consumers who purchase internet travel goods. The results were as follows: 1.The life-style is divided into five different classifications: trend-pursuit type, health- pursuit type, leisure-pursuit type, ego-pursuit type and achievement-pursuit type. 2.A cluster analysis according to the different life-styles showed that the consumer groups can be divided into five types: negative group, popularity following group, fashion lead group, leisure/health pursuit group and own accomplishing pursuit group. 3.The consumer satisfaction of Internet travel goods depends on four factors: utility, speediness, clarity, and economy/effectiveness. The actual consumers reported satisfaction of their product choice.