가상점포와 실제점포간의 소비자 쇼핑행동 차이에 관한 연구

목차 (Table of Contents)

• 요약
• 1. 서론
• II. 이론적 배경
• 1. 고객접점이 소비자 행동에 미치는 영향
• 2. 쇼핑 지향성
• III. 소비자의 반용과 가설 도출
• 1. 계획구매 여부
• 2. 점포애고패턴의 유형
• 3. 목적지향적 소비자 행동
• 4. 쇼핑 지향성의 조절효과
• IV. 연구방법
• 1. 제품범주와 표본추출
• 2. 변수의 조작적 정의와 문항개발
• V. 분석결과
• 1. 비계획적구매
• 2. 점포애고패턴
• 3. 목적지향적 쇼핑
• 4. 쇼핑 지향성의 조절효과
• VI. 연구의 의의와 마캐팅상의 시샤점
• 1. 연구의 의의
• 2. 마케팅상의 시사점
• VII. 연구의 한계와 미래의 연구방향
• 참고문헌
• Abstract

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