인터넷 쇼핑몰 소비자의 방문행동특성에 대한 실증연구 : 풍수인(www.poongsooin.co.kr) 사례를 중심으로
An Empirical Study on the Visiting Behavioral Features of Internet Shopping Mall Consumers: Focused on the Case of Poongsooin(www.poongsooin.co.kr)
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Abstract
This study investigates the correlation effect of cyber consumer's surfing (visiting) behaviors on their direct purchasing rates in an internet shopping mall. An web log analysis of an internet shopping mall, Poongsooin (www.poongsooin.co.kr), run by the 2nd author since 2007, has been utilized. The cyber comsumer's behaviors including residence time, page views, visit frequency, searched key words have been considered in this study to evaluate how these factors significantly affect the actual buying rates of them. Based on the investigation, the longer residence time, the more page views, and/or the higher visit frequency in general result in the higher buying rates. For the keyword search, it was found that the domain leading higher buying rate is “bookmark” and that the detailed key words on Ginseng such as Keumsan Ginseng, Keumsan Ginseng Festival, Ginseng Festival, etc. help to increase the buying rates whereas the representative key words such as Ginseng and Hongsam does not. However, more systematic study needs to be done to generalize the finding of this study, since this study dealt with the web long results of only one internet shopping mall.
참고문헌 (6)
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