오픈마켓에 대한 구매자 만족과 선호의 영향요인 이해 : 오픈마켓과 종합인터넷쇼핑몰의 비교연구

목차 (Table of Contents)

• 1. 연구배경과 목적
• 2. 이론적 배경
• 2.1 오픈마켓의 정의
• 2.2 오픈마켓의 종합인터넷쇼핑몰
• 2.3 Kohli 등(2004)의 연구와 인터넷 쇼핑채널의 비교
• 3. 연구모델과 가설의 수립
• 3.1 종속변수
• 3.2 기회요인
• 3.3 Simon의 의사결정모형과 의사결정 지원기능
• 3.4 위험요인
• 4. 연구방법
• 4.1 설문의 구성
• 4.2 연구대상 및 데이터수집
• 5. 결과분석
• 5.1 분석방법
• 5.2 자료분석
• 6. 연구결과
• 6.1 연구의 시사점
• 6.2 연구의 한계점
• 7. 결론 및 전망
• 참고문헌
• <부록 A>. 설문지

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