국내 인터넷 쇼핑몰 산업의 경쟁력 강화 및 신규수요 창출을 위한 전략：인터넷 쇼핑몰 수용자와 비수용자의 비교연구
Strategies to Strengthen Competitiveness of Domestic Internet Shopping Malls and to Create a New Demand：Comparative Research on Adopters and Non-adopters of the Internet Shopping Mall
0
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
Due to rapid increase in number of Internet users, the volume of domestic Internet shopping is expanding dramatically. Although the Internet shopping mall business is steadily growing, it has structural weakness, and in general, the business does not generate profit. In this context, this research identifies characteristics of the Internet shopping non-adopters, and suggests strategies to strengthen competitiveness of domestic Internet shopping malls and to create a new demand. Analysis of MCR data in 2007 showed that out of 4,298 respondents, 2,206 people adopted Internet shopping (51.3%), and 2,092 did not (48.7%). The survey measured 28 items regarding a consumption pattern and a lifestyle of the Internet users, and the analysis result showed that the pattern can be categorized in seven groups. Based on the analysis, the research suggests that the domestic Internet shopping malls adopt strategies to increase consumers’ access frequency to the Internet service, provide high-end goods, diversify transaction methods, make online shopping more convenient, cater to diversified consumer demands based on demographic data, provide price comparison among Internet shopping malls, and provide sufficient and useful information to consumers.
Abstract
Due to rapid increase in number of Internet users, the volume of domestic Internet shopping is expanding dramatically. Although the Internet shopping mall business is steadily growing, it has structural weakness, and in general, the business does not generate profit. In this context, this research identifies characteristics of the Internet shopping non-adopters, and suggests strategies to strengthen competitiveness of domestic Internet shopping malls and to create a new demand. Analysis of MCR data in 2007 showed that out of 4,298 respondents, 2,206 people adopted Internet shopping (51.3%), and 2,092 did not (48.7%). The survey measured 28 items regarding a consumption pattern and a lifestyle of the Internet users, and the analysis result showed that the pattern can be categorized in seven groups. Based on the analysis, the research suggests that the domestic Internet shopping malls adopt strategies to increase consumers’ access frequency to the Internet service, provide high-end goods, diversify transaction methods, make online shopping more convenient, cater to diversified consumer demands based on demographic data, provide price comparison among Internet shopping malls, and provide sufficient and useful information to consumers.
참고문헌 (31)
- 김상용, "전자상거래에서의 구매의 도 결정영향요인에 관한 연구", 소비자학연구, 10(3), pp.45~66 (1999)
- 김상현, "고객재구매의도 결정요인에 관한 연구：고객가치, 고객만족, 전환비용, 대안의 매력도", 마케팅연구, 17(2), pp.25~55 (2002)
- 김영찬, "인터넷 사용자가 모두 인터넷 구매자인가", 소비자학연구, 13(11), pp.233~256 (2002)
- 전수환, "CoP에서의 지식공유행위에 대한 영향요인：Triandis 모형을 근간으로", 경영학연구, 34(6), pp.1667~1692 (2005)
- 전자신문, "작년 인터넷 쇼핑몰 카드 씀씀이 커져, 폐업률도 감소, http:", newswire, pp.press_view.html?id=0309923[DOI]
- 정남호, "Bricks and Clicks 서점에서 고객만족과 재구매의도 결정요인에 관한 연구：신뢰의 전이, 전환비용, 개인의 태도", 경영학연구, 36(1), pp.183~204 (2007)
- 통계청, "2006년 3월 및 1", 4분기 사이버쇼핑몰통계조사 결과, 통계청, www.nso.go.kr, 2006
- 한국인터넷진흥원, "2007년 상반기 정보화실태조사 요약보고서, 한국인터넷진흥원, www.nida.or.kr", ~ (2007)
- 한국전자거래진흥원, "인터넷 쇼핑몰 업계의 현황 및 전망,한국전자거래진흥원,www.kiec.or", ~ (2006)
- 한상만, "인공신경망과 로짓모형을 이용한 내구재의 구매의도 예측에 관한비교연구：대형 TV 시장을 중심으로", 마케팅연구, 15(3), pp.71~92 (2000)
- Ancar,B., "Creating Customer Value in Online Grocery Shopping", International Journal of Retail and Distribution Management, 30(4), pp.211~220 (2002)
- Babin,B.J., "Work and", or fun：Measuring Hedonic and Utilitarian Shopping Value, 1994, pp.20, 644~656
- Bakos,J.Y., "Reducing Buyer Search Costs：Implications for Electronic Marketplaces", Management Science, 43(12), pp.1~27 (1997)
- Ben-Akiva,M., "Discrete Choice Analysis：Theory and Application to Travel Demand" (1993), The MIT Press
- Childer,T., "Hedonic and Utilitarian Motivations for Online Retail Shopper Behavior", Journal of Retailing, 77, pp.511~535 (2001)
- Chircu,A.M., "Managing electronic commerce retail transaction costs for customer value", Decision Support Systems, 42, pp.898~914 (2006)
- Coase,R.H., "The Nature of the Firm, Economica, 4(n.s.), 386-405. Reprinted in R. H. Coase (1988), The Firm, the Market, and the Law, Chicago：University of Chicago Press, 33-55", ~ (1988)
- Devaraj,S., "Antecedents of B2C channel satisfaction and preference： Validating e-commerce metrics", Information Systems Research, 13(2), pp.316~333 (2002)
- Gefen,D., "E-commerce：The role of familiarity and trust", Omega, 28(6), pp.725~737 (2000)
- Holbrook,M.B., "The Nature of Customer Value：An Axiology of Services in the Consumption Experience, in Services Quality, New Directions in Theory and Practice", pp.21~71 (1994), Sage Publications
- Holbrook,M.B., "Qu ality and Value in the Consumption Experience ：Phaedrus Ridges Again, Perceived Quality： How Consumers View Stores and Merchandise", pp.31~57 (1985), exinton
- Jarvenpaa, S. L., "Consumer reactions to electronic shopping on the World Wide Web", International Journal of Electronic Commerce, 1(2), pp.59~88 (1997)
- Keeny,R., "The Value of Internet Commerce to the Customer", Management Science, 45(4), pp.533~542 (1999)
- Liang,T.P., "An empirical study on consumer acceptance of products in electronic markets：a transaction cost model", Decision Support Systems, 24(1), pp.29~43 (1988)
- Lohse,G.L., "Electronic shopping", Communications of the ACM, 41(7), pp.81~87 (1998)
- Mathwick,C., "Experiential Value：Conceptualization, Measurement and Application in the Catalog and Internet Shopping Environment", Journal of Retailing, 77(1), pp.39~56 (2001)
- Solomon,M.R., "Consumer Behaviour" (1996), Prentice Hall
- To,P.L., "Shopping Motivations on Internet：A Study based on Utilitarian and Hedonic Value", Technovation, 27(12), pp.774~787 (2007)
- Williamson,O.E., "Markets and Hierarchies： Analysis and Antitrust Implications" (1975), The Free Press
- Williamson,O.E., "The economic institution of capitalism" (1980), The Free Press
- Yoon,S.J., "The antecedents and consequences of trust in online-purchase decisions", Journal of Interactive Marketing, 16(2), pp.47~63 (2002)