소비자 라이프스타일에 따른 기업 홈페이지 이용행태에 관한 연구

다국어 초록 (Multilingual Abstract)

Although lifestyle segmentation approach has been widely used to examine consumer behavior in traditional offline context, little research has been devoted to the study of corporate website behavior. This study examines the association between customers’ lifestyles and their attitudes toward and evaluations of a corporate website. Revisit intentions to the website is also examined. Results from the survey of 306 customers of the Korean Airline identify three distinct lifestyle segments: ‘Passive Independents,’ ‘Active Self-achievers,’ and ‘Goal-oriented Traditionalists.’ Statistical analysis shows that the three lifestyle clusters differ in their attitudes toward the website and attribute-based evaluations of the website. Moreover, the lifestyle cluster was found partly to predict intentions to revisit the website. Findings imply that heterogeneity among the Internet population could alert researchers to go beyond simple demographic descriptors in understanding corporate website behaviors. By carefully investigating the personal values and lifestyles attached to the use of the website of a well-known companies, marketers can gain a formidable competitive edge in their web-based communication.

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