인터넷쇼핑몰 이용에 따른 청소년의 쇼핑성향과 가격지각
Adolescents' Shopping Orientation and Price Perception According to Their Experience on Internet Shopping Mall
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Abstract
This study investigated adolescents’ shopping orientation and price perception according to socio statisticsand their experience of internet shopping mall. We distributed the questionnaire to 411 high school students in nearSeoul. In the order of high shopping orientation, they showed ‘ ’, ‘enjoy as leisure’, ‘shop loyalty’,‘discount shopping’, and ‘brand shopping’ orientation. In the order of high price perception, they showed ‘economic’,‘value’, ‘brand-quality’, and ‘price knowledge’. The higher in 'shop loyalty’, ‘enjoy as leisure’ in the shopping orientation,the higher in the price concept of ‘price knowledge’shopping mall, have the higher enjoy as leisure, shop loyalty, compare products’ in shopping orientation, and the higher‘economic, price knowledge’ in price perception than those who have not. Socio-statistics parameters are found to affectadolescents' shopping orientation and price perception..Adolescents had average scores in ‘shop loyalty’, while they hadhigh scores in ‘compare products’. Thus, in order to have superior position in adolescent’s market, detailed product spec-ification and information are necessary to enhance their shop loyalty. Adolescents thought the price was economical, andthey had less concept in ‘price knowledge’ due to their position. Unlike adults, adolescent's gender does not have effectson their ‘economic concept. Male students also?had high scores in ‘economic concept’ as much as female students did.
참고문헌 (20)
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