인터넷탐색 가치에 의해 분류한 온라인 소비자 집단별 특성에 관한 연구 - 인터넷 사용행태 , 인터넷 쇼핑경험 , 인구통계적 특성을 중심으로 - = A Classification of Online Consumer Group by the Web Navigation Value

다국어 초록 (Multilingual Abstract)

This paper examined characteristics of online consumer groups by values of Web navigation. Consumer values of Web navigation divided into two factors; the utilitarian and the hedonic. Online consumer groups were classified four groups by the two dimension; high utilitarian and hedonic, low utilitarian and hedonic, high utilitarian and low hedonic, and low utilitarian and high hedonic groups, Through an online surrey, 500 samples were completed. There found significant differences of Internet usages, Internet shopping experiences, and demographics among four outline consumer groups. The study presents empirical evidence that consumer values on the Web navigation are relevant constructs in classifying online consumers. The marketing implications of the study were discussed and further researches were suggested.