The Strategical Difference between Pure On-line Shopping Mall and On/ Off-line Integrated Shopping Mall

김영이 한국유통경영학회 2009 유통경영학회지 Vol.12 No.4

The purpose of this paper is to investigate the differences of consumer behaviors between pure online shopping mall and on-/-off-line integrated shopping mall. Data has been collected from 542 customers. The results of the research show that the consumers who use pure on-line shopping mall more closely consider the convenience of shopping and consumers who use on-/ off-line Integrated Shopping Mall consider more closely the image, reliability and risk of shopping malls than convenience. This research also show that the influence of buying attitude to buying intention, buying intention of on-/ off-line Integrated Shopping Mall are greater than pure on-line shopping malls. And finally, as the result of investigating wheth and occupation and buying attitude by shopping malls, each sex and occupatioer there are statistically significant relationships between demographic factors-sex, incomen factor and buying attitude had significant correlation in cases of both internet department stores and internet shopping malls.

연구논문(硏究論文) : 온라인 쇼핑사이트 채널만족 및 지속사용의도 영향요인에 관한 연구

권해익 ( Hae Ik Kwon ) 한국세무회계학회 2011 세무회계연구 Vol.0 No.30

본 연구의 주요한 목적은 선행 연구에서 제시된 온라인 쇼핑사이트의 성공요인들을 체계적으로 분석해 보고, 이를 토대로 최근 온라인 쇼핑사이트의 패러다임변화 즉, 오픈마켓의 부상 및 인터넷 환경의 모바일화 등을 반영한 연구모형을 통해 온라인 쇼핑사이트의 채널만족 요인과 지속적 사용의도 간의 관계들을 실증적으로 규명하는 것이다. 실증분석결과 경제성, 안정성, 편리성, 정보보호, 정보충실성, 검색성등의 요인들이 온라인 쇼핑사이트의 채널만족에 유의한 영향을 미치는 것으로 나타났고, 온라인쇼핑 채널만족 영향요인이 온라인쇼핑 채널만족을 거쳐 지속적 사용의도에 미치는 영향 분석을 위한 매개효과 분석에서는 부분매개 효과가 있는 것으로 검증되었다. 본 연구의 실증분석 결과에 근거, 실무적 관점에서 몇 가지 중요한 시사점을 정리, 제시하면 다음과 같다. 첫째, 온라인 쇼핑사이트의 채널만족요인 중 쇼핑의 경제성이 가장 영향력 있는 변수로 나타났는데 이는 대부분의 온라인 쇼핑사이트 판매자가 가격경쟁력을 무기로 제품을 팔고 있기 때문이다. 업체 간의 가격 경쟁이 치열하고 또한 대부분의 포털사이트에서 소비자들에게 인터넷 가격비교를 통해 동일한 제품의 경우 최저가를 쉽게 검색할 수 있는 시스템을 제공하고 있다. 따라서 온라인 쇼핑사이트에서 매출성과를 내기 위해서는 가격경쟁력이 가장 중요한 요인이라고 할 수 있다. 둘째, 온라인 쇼핑사이트의 각종 거래 안전장치 및 개인정보보호에 대하여 구매자들은 대체로 긍정적으로 평가하고 있는데 이는 온라인 쇼핑사이트의 구조적인 약점인 신뢰의 문제가 상당부분 보완되어 있고 각종 거래안전장치가 효과적으로 작동되고 있기 때문인 것으로 보인다. The main purpose of this study is to provide an important suggestion in order to establish competition strategy for the On-Line Shopping Site businesses and to intend to build a new one through the analysis of success factors of On-Line Shopping Site. First, this study suggested independent variables and dependant variable based on existing studies related to On-Line Shopping Site and made study model. Then, we analyzed the effects of main success factors of On-Line Shopping Site which are service factor, trust factor, the effectiveness of shopping, information quality on the channel satisfaction of On- Line Shopping Site. 350 undergraduates on Department of Business Administration in Dae-gu took part in this survey for 10 days from 5. 9. 2011 and Actually, 235 proper questionnaires were used in the analysis except some inappropriate questionnaires. To sum up the analysis result, it was found that convenience, easy to order, delivery and A/S ease, transaction safety, personal data protection, shopping efficiency, information quality had a significant effect on the On-Line Shopping Site success. that is, the better cost saving effect, information quality, the convenience of order and A/S and transaction safety are the more satisfied consumers are with the shopping through On-Line Shopping Site when they shop through On-Line Shopping Site.

온라인쇼핑몰 디자인특성이 재방문의도에 미치는 영향

최철재 ( Choi Chul-jae ) 한국디자인트렌드학회 2013 한국디자인포럼 Vol.38 No.-

본 연구에서는 온라인쇼핑몰의 내용과 구조가 이용자의 감정적만족, 온라인쇼핑몰신뢰에 미치는 영향을 확인하고, 또한 이용자의 감정적만족, 온라인쇼핑몰신뢰 및 재방문의도 간의 관계를 확인하여 전체적으로 구조적 인과관계를 설명하고자 하였다. 이를 위해 주요 인터넷쇼핑몰에서 구매 또는 방문 경험이 있는 이용자를 대상으로 자료를 수집하였으며, AMOS 16.0과 SPSS 18.0 통계패키지를 이용하여 구조방정식모형분석으로 연구가설을 검증하였다. 연구결과로는, 온라인쇼핑몰내용은 온라인신뢰에 영향을 미친 반면 온라인쇼핑몰구조는 이용자의 감정에 영향을 미치었다. 또한 이용자의 감정적만족은 온라인쇼핑몰신뢰 및 재방문의도에 영향을 미치었고, 온라인쇼핑몰신뢰 또한 재방문의도에 영향을 미치었다. 그러나 온라인쇼핑몰내용과 감정적만족 간의 관계 그리고 온라인쇼핑몰구조와 온라인쇼핑몰신뢰간의 관계는 유의하지 않은 것으로 확인되었다. This paper is to identifies how design characteristics of on-line shopping malls such as contents, structure have on effect on emotionally based satisfaction and trust about on-line shopping mall, and which in turn has influences on revisit intention, and then explains causal relation among variables. A survey study was conducted to collect the data with consumers who have experience purchase or search on on-line shopping malls. Analysis of structural equation modeling with AMOS 16.0 and SPSS 18.0 was performed to test the research hypothesis. The results of the study are as follows: It was found that contents of on-line shopping mall has influences on trust about on-line shopping mall but structures of on-line shopping mall has an effect on emotionally based satisfaction. Emotionally based satisfaction have effect on both trust about on-line shopping mall and revisit intention, and trust about on-line shopping mall has influences on revisit intention. While on the other, there are no impact on relation between contents of on-line shopping mall and emotionally based satisfaction and between structure of on-line shopping mall and trust about on-line shopping mall.

소비자 세분시장 특성에 따른 인터넷 판매 제품분석

박성용(Seong Yong Park),이진용(Jin-Yong Lee) 한국유통학회 2005 流通硏究 Vol.10 No.1

"어떤 제품들이 인터넷에서 잘 팔릴 것인가?" 이를 정확히 이해하기 위해서는 인터넷 쇼핑에서 뿐만 아니라, 오프라인 쇼핑에서의 소비자들의 쇼핑 목적, 온라인에 대한 인식 및 지식, 쇼핑에 대한 선호 등에 대한 이해가 필요하다. 이 논문에서는 인터넷 쇼핑과 오프라인 쇼핑 성향을 통합하여 소비자들을 분류하고, 각 집단 소비자 간에 제품군에 따라서 구매장소(온라인 vs. 오프라인), 가격에 대한 강조(가격 vs. 비가격)에 따라 차이가 나타날 것인가를 살펴보았다. 즉 어떤 유형의 소비자들이 인터넷에서 어떤 유형의 제품군에 대하여 구매를 고려하고 있는지, 그리고 그 이유는 무엇인가를 가격 및 비가격 요인을 중심으로 조사하였다. 실증분석 결과에 의하면 인터넷 쇼핑뿐만 아니라 오프라인 쇼핑의 소비자 인식 및 행동을 반영할 때에 소비자들의 온라인에 대한 전반적 선호도 및 제품별 유통채널 의존도가 다른 것으로 나타났다. 또한, 소비자 제품군을 고려하여 보면 "온라인에 대한 혜택요인을 크게 느낀 소비자들의 경우에는 온라인에서 구매하려는 제품군의 수가 크다" 또는 "온라인에 대한 위험요인을 더욱 더 크게 느끼는 소비자들의 경우에는 인터넷에서 구매하려는 제품군의 수가 작다"를 간접적으로 보여주었다. Most of previous studies have proposed representative product categories which are likely to be sold on the on-line based only on the on-line benefits and risks. However, on-line shopping can be perceived another form of distribution channels from the perspectives of consumers. Therefore, in order to identify product categories which have a great potential to be sold on on-line stores, it is necessary to consider the perception and behavior at off-line shopping contexts as well as on on-line shopping circumstances. In this paper, we investigate the consumers' perception and behavior under both on-line and off-line shopping situations and classify them into several groups based on their perceptual and behavioral characteristics. Based on this classification, we empirically examine the product categories selling well on the on-line shopping. The empirical results show that there exist some patterns between distribution channels (on-line and off-line) and product categories. In addition, there are some differences among consumers regarding the perceptions and behaviors at on-line and off-line situations. Consumers who have high preference for on-line shopping tend to buy much wider product categories from on-line.

한국기업의 중국 온라인 유통시장 진출 전략

노윤진(Yoon-Jin Roh),박종석(Chong-Suk Park) 한국무역연구원 2014 무역연구 Vol.10 No.2

Chinese retail market is growing continuously. The chinese government thinks consumption promotion importantly and is emphasizing inner growth than external growth. In particular on-line market is growing too large, and home shopping and internet shopping are point. Hereafter, the on-line shopping market of Chinese sleeve circulation market's center will be center. Recently, Korean company advanced much to chinese market. However, Chinese on-line consumption market's export is insufficient yet. Korean company's Chinese on-line market advance is important from this viewpoint and paper does Korean company's Chinese on-line market advance strategy by purpose. First, analyzed environment of Chinese on-line shopping market, and grasped Korean company's on-line shopping market advance existing circumstances and submitted export strategy of on-line market. Main contents firstly need advance strategy by district market segmentation. Second, should advance first to home shopping more than internet shopping in view of category of business. Third, must handle suitable goods to two circulation channels in view of go여s. Finally, able commission agent's excavation and meeting are important from path viewpoint.

온라인·오프라인 식품구매 실태조사

조은정,한영실 한국식생활문화학회 2004 韓國食生活文化學會誌 Vol.19 No.6

This study was implemented to offer materials for the activation of On-line food shopping mall though census about purchasing food. A percentage of people who had accessed to On-line food shopping mall was 53.8%, and who had an experience of purchasing food at the On-line sopping mall was 18.9%. The number of food purchasing in On-line food market is 1~3 times(67.7%). It is general that an amount of food purchase is less than 100,000 wons. And the health assistant food is the most interesting item followed by Meet, Special products like a laver and mushroom, and an anchovy. In purchasing food at On-line market, customer thought that the confidence and the freshness of food are important because customer can't choose a product directly. In the future of food purchase using On-line shopping mall, 38.1% of people show their intend of purchasing at the mall. People who had experience of food purchase though the Internet have more positive view about repurchase than ones had not.

온라인 쇼핑의 통행수요 변화 잠재력 추정

홍갑선(Hong Gapseon),이상협(Lee Sang Hyup) 대한토목학회 2006 대한토목학회논문집 D Vol.26 No.2D

소비자가 쇼핑통행을 하지 않으면서 인터넷을 통해 물건을 주문하고, 집이나 직장 등 소비자가 원하는 장소에서 물건을 배달 받는 온라인 쇼핑은 운송산업 구조, 산업입지 패턴, 화물운송수요 및 통행패턴에 종전과 전혀 다른 변화를 초래할 것이다. 우리나라의 경우 장래 예상되는 여성인구의 사회활동 참여 증대, 고령인구의 증가, 대량생산에서 소량 다품목 고부가 가치 생산으로 변화하는 산업구조 등 사회ㆍ경제적 변혁은 앞으로 온라인 쇼핑의 가능성을 더욱 확대시킬 것이다. 따라서 장래 통행수요 및 통행패턴에도 상당한 변화를 초래할 것이며 이러한 변화는 장래 교통정책 방향에 지대한 영향을 미칠 것이다. 온라인 쇼핑의 통행에 미치는 영향이 매우 큼에도 불구하고 아직 우리나라에서는 이에 대한 연구가 이루어진 적이 전혀 없으며 교통정책 수립 시 전혀 반영되지 못하고 있는 실정이다. 따라서 본 연구에서는 온라인 쇼핑이 개인통행에 미치는 영향을 파악하고, 이러한 변화에 대응하기 위하여 장래 교통정책에서 다루어야 할 과제와 정책방향을 검토하고 제시한다. On-line shopping allows consumers to order goods via internet and receive them at homes or workplaces. Emergence of online shopping industry has brought the changes in the structure of freight industry, in the location selection pattern of industrial clusters and in the consumer's travel pattern. This trend is likely to continue, especially in Korea, as the society sees increases in women's participation in workforce, in population of the elder and in production pattern of manufacturing individually customized goods. Despite on-line shopping's heavy influence on travel demand, no study on this particular topic has been done yet, and thus the effect of on-line shopping on travel demand has not been properly reflected on policy making process. This paper suggests the transportation strategy to cope with this change based on the analysis of the effect of on-line shopping on personal travel demand.

온라인 쇼핑 가치 특성이 구매만족과 재이용의도에 미치는 영향 연구

전병호,최재웅,김재영,Jun, Byoungho,Choi, Jaewoong,Kim, Jaeyoung 디지털산업정보학회 2017 디지털산업정보학회논문지 Vol.13 No.1

Internet is changing the way consumers shop and buy goods and services, and has rapidly evolved into a global phenomenon. The primary purpose of this study is to investigate the influence of consumer's on-line shopping values on satisfaction and intention to re-use. Economic value, emotional value, convenience value, social value, product variety were identified as affecting factors of satisfaction and intention to re-use of on-line shopping purchasing based on prior studies of on-line shopping behavior. This study tested the hypothesized model using the data from 132 consumers who have purchased products in on-line shopping mall. According to the result, economic value, emotional value, product variety are significantly related to the consumer satisfaction but convenience value, social value are not. Consumer satisfaction of online purchasing was also shown to be related to the intention to re-use. It can provide practical guidelines on effective operation strategies for consumer loyalty.

온라인 쇼핑몰 구매자의 제품별 구매 유형에 관한 조사연구

서갑성(Gab-Sung Seo),장기영(Gi-Young Jang) 한국통상정보학회 2007 통상정보연구 Vol.9 No.4

The recent stabilization of the Internet is now driving every aspect of life into an Internet presence. In the coming years, the Internet will see growth in numbers unlike the world has ever seen. The subject of this study is the Research Study on the Products Purchase Type of On-line Shopping Mall Buyer. Also, this paper is to examine the relations between customer satisfaction and intensity of repurchase intention and complaining behavior in on-line context. On-line shopping customer depths interview it led and the online afternotes trust evaluation dimension was discovered the of useful characteristic, intention characteristic, exaggerating characteristic and on-line afternotes with or without. From these results, this paper suggests effective marketing strategy to the marketer who plans to run on-line shopping mall in the near future and also to the marketer who plans to sell products through the on-line shopping mall.

온라인 구매 후기에 나타난 소비자의 니트 의류 제품 평가 차원

지혜경 한국니트디자인학회 2011 패션과 니트 Vol.9 No.1

This study aims to find out the evaluative criteria of consumers on purchasing and wearing knit clothing and how these criteria are evaluated. This study is based on the studies which clarified that there exist differences in evaluative criteria according to a consumer’s buying process. For the purpose, this study concentrated on clarifying the criteria on the processes after knit clothing purchase. To search the evaluative criteria on the processes after knit clothing purchase, the contents of on-line reviews of knit clothing on internet shopping malls were analyzed. Internet shopping malls for gathering on-line review data were randomly selected among top 20 of woman's apparel shopping mal1 in “Rankeydotcom”(http://www.rankey.com), the internet shopping malls rank analyzing service enterprise. 300 on-line reviews about knit/sweater, cardigan, which were written on the review menu of the shopping malls, were collected. The results of the study were as follows: First, according to the results of analysis on evaluative criteria which consumers importantly consider on the process after knit clothing purchase, the evaluative criteria have 4 dimensions, aesthetic appreciation, practicality/maintenance, original properties of knit, and economics. Second, among the diverse criteria of consumers, color(14.52%), the wearing situation or the applicability of coordination with other apparel products(12.41%), width/length effects(11.94%) were mostly referred criteria. Subsequently, there were design(6.11%), thickness(5.73%), texture(5.44%), and detail(5.06%). The results of the study will help owners of internet fashion shopping malls to operate the properties of products and service by using the clothing evaluative criteria of consumers.