인터넷 사용자 세분화와 인터넷 쇼핑 선호도 영향요인에 관한 연구 = (A) Study on Internet Users' Segmetation and the Effect Factors of Internet Shopping Preference

다국어 초록 (Multilingual Abstract)

The rapid spread of the internet has had an influence on daily lifestyle such as consumption pattern, recreation and so on. According to the report, the amount of business on B2C in last year exceeded five trillion won in the domestic market, most specialists believe it will continue its upward trend.
The study of Internet shopping can afford us great information regarding marketing in the future. The early study of Internet shopping mainly focused on the technical parts of the shopping mall, however these days many researchers are interested in understanding the traits of internet users.
The purpose of this paper is to notify the special trends of each target group member who has an experience visiting at Internet Shopping Mall(ISM). Three purposes are as follows;
1) When a person visits an ISM, why does he/she visit there?
2) What are any relationship between the above those reasons, so called benefit factors, and the Internet shopping preference?
3) According to the lifestyle, do people have different benefit factors from each other? Also what is are the relationship between the lifestyle and the benefit factor?
This paper is organized into six chapters.
Chapter one is an introduction to this study, chapter two is background. Chapter three deals with the empirical study and chapter four is the survey design. Chapter five presents results derived from analyzing the questionnaires. The last chapter is conclusion.
The results of this study are as follows;
First, benefit factors of Internet shopping have a positive influence on the preference of Internet shopping, where benefit factors are "conveniency", "saving cost", "saving time", "satisfaction of various information" and "participation of virtual community".
Second, internet users can be classified by four lifestyles, where the cluster analysis method is applied to classify. The four clusters are given names "pragmatic utilitarianism", "western & consumption tendency", "indifference in life", "selfish & cultural type". Furthermore I compared each lifestyle with benefit factors to find a relationship. The result gives three benefit factors, "conveniency", "satisfaction of various information" and "participation of virtual community" are highly correlated with each lifestyle, but "saying cost" and "saving time" are not.
Finally, this study suggests that there are some theoretical implications, limitations and proposals. When we construct an ISM and manage it, first we have to know the consumer's desires and behavior pattern. If we can satisfy their desires, the Internet shopping market will be much more developed. In order to do that, we have to concentrate on the consumer's benefit factors.
The proposals are as follows;
First, the preferences of Internet shopping correlate to risk factors beyond these benefit factors. However these risk factors are excluded for this study. If we consider those risk factors, the result of the study will be more meaningful.
Second, in order to improve the statistical quality of study, our sample is selected from the sufficient sample frame.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 문제 제기 및 연구 목적 = 1
• 1. 문제 제기 = 1
• 2. 연구 목적 = 3
• 제2절 연구 대상과 방법 = 4
• 제3절 논문의 구성 = 5
• 제2장 이론적 배경 = 6
• 제1절 인터넷과 인터넷 사용자 = 6
• 1. 인터넷의 개념 = 6
• 2. 인터넷 사용자 = 8
• 3. 인터넷 이용현황 = 9
• 제2절 인터넷 쇼핑 = 13
• 1. 전자상거래 및 인터넷 쇼핑 = 13
• 2. 전자상거래와 전통적인 상거래의 비교 = 15
• 3. 인터넷 쇼핑 현황 = 16
• 제3절 인터넷 쇼핑 가치요인과 선호도 = 19
• 1. 인터넷 쇼핑 가치요인에 관한 연구 = 19
• 2. 인터넷 쇼핑 선호도에 관한 연구 = 24
• 제4절 인터넷 사용자의 라이프스타일 = 27
• 1. 라이프스타일의 개념 = 27
• 2. 라이프스타일 분석방법 = 28
• 3. 라이프스타일 분석에 관한 연구 = 30
• 4. 인터넷 사용자의 라이프스타일 연구 = 32
• 제3장 연구모형 및 가설설정 = 35
• 제1절 연구모형의 설정 = 35
• 제2절 연구가설의 설정 = 37
• 제4장 조사설계 = 38
• 제1절 변수의 조작적 정의 및 측정방법 = 38
• 1. 인터넷 쇼핑 가치요인 = 38
• 2. 라이프스타일 변수 = 39
• 3. 인터넷 쇼핑 선호도 = 40
• 제2절 자료수집절차 및 분석방법 = 42
• 1. 표본추출 = 42
• 2. 자료수집 절차 = 42
• 3. 자료분석 방법 = 43
• 제5장 연구 결과의 분석 및 해석 = 44
• 제1절 표본의 특성 = 44
• 제2절 측정변수의 신뢰성 및 타당성 = 45
• 1. 측정변수의 신뢰성 검증 = 45
• 2. 측정변수의 타당성 검증 = 46
• 제3절 인터넷 사용자 세분화 = 48
• 1. 군집분석 = 48
• 2. 라이프스타일 유형화 = 50
• 제4절 연구가설의 검증 = 53
• 제6장 결론 = 57
• 1. 연구결과 및 시사점 = 57
• 2. 연구의 한계점 및 미래의 연구 방향 = 59
• 참고문헌 = 60
• ABSTRACT = 69
• 부록 = 72