소비자평가사이트에서의 소비자유형별 이용행동 및 만족도에 관한 연구 - 엔토크를 중심으로 -

Abstract

The objective of this study is to examine the status of consumer evaluation site in Korea concentrating on ‘Entalk’, a possibility of desirable consumer movement. Based on this, the study categorizes consumers who use ‘Entalk’ according to the reason for visiting and provides the realistic meaning and future plans of consumer evaluation site, by looking into the difference in user behavior and satisfaction of different consumer types.In conclusion, the consumer’s information activity through the new media called consumer education site shows the active subjectivity. Not only they were satisfied with the information itself but also they were satisfied with the information behavior. Thus, when measuring the satisfaction of the consumers, there should be more flexible and extended definition of concept that can include the consumers’ information behavior. Also, when we look into the study result which shows that the active participation of consumers has an affirmative relationship with the satisfaction of consumers, we can observe that the CMC(Computer-Mediated Communication) that use electronic boards is the important way of the consumers’ active participation in the market. Therefore, there should be diversified development as professional channel that can specialize the contents of the electronic boards, and promote communication and active participation of the consumers.