A Study on Effect of Consumer' Purchasing by User' Comment in Online Shopping Mall

다국어 초록 (Multilingual Abstract)

This current study is to determine the attitude of consumers who comment on Internet shopping, and the subsequent purchasing behavior of consumers in the survey to facilitate access to an online store for point of purchase. Then, the study aims to provide a plan with consumer purchasing strategies taking into consideration the consumer perspective.

Research methods will investigate how user comments affect purchasing products in online stores, and how this affects consumer purchasing behavior relative to wise purc quihasing decisions. We also examine how to respondckly in a digital environment and to rapidly changing consumer demands from the perspective of consumers in the growing online shopping market. The study collected data and analyzed consumer behavior by sending a questionnaire by 100 people in 20-30 age group having online shopping experience in Seoul. The collected data was analyzed using the SPSS window program. In addition, a group interview was conducted to supplement the multiple choice survey. The data collected in this study was analyzed based upon purchase intent plus relying on online product related comments.

The selection of online shopping and purchasing products attribute for setting up questionnaire used in this study were based on purchasing experience by sample surveys and subjects.

The results confirm that utilization of the user comments at purchase have a significant impact on purchasing products almost regardless of the reliability of the product. Establishing a, system of user comments is required to stimulate the appeal of products for consumers who have confidence in the reliability of users' comments. The result of the research will make consumer' access easier to their purchasing point. It is expected to provide the consumer perspective in the approach to the online shopping market.

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