The Cyber Consumers’ Perception and Satisfaction With the Web Information : The Perspective of Goal-directed Consumers vs. Experiential Consumers = 웹 사이트 정보에 대한 사이버 소비자들의 지각과 만족 : 목표지향소비자와 경험지향소비자간 비교를 중심으로

국문 초록 (Abstract)

소비자들이 사이버 공간에서 보이는 행동은 크게 목표지향행동과 경험지향행동으로 나누어 볼 수 있다. 본 연구는 사이버 공간에서 소비자들이 웹사이트 정보를 지각하고 정보에 대한 만족을 보이는 것이 이러한 목표지향행동과 경험지향행동에 따라 차이가 있음을 연구하였다. 인터넷 쇼핑몰 환경에서 목표지향소비자는 제품 정보를 더 중요하게 지각하는 것에 비해 경험지향소비자는 쇼핑몰 환경을 중요하게 생각할 것이며, 만족도에 있어서도 목표지향소비자들은 제품정보 요인에 대해, 경험지향소비자는 쇼핑몰 환경에 대해 더 높은 만족도를 보일 것이라는 가설을 설정하고 실증분석을 실시하였다.
연구결과 목표지향적인 행동이 강할수록 제품정보를 중요하게 생각하며 경험지향적인 행동이 강한 소비자일수록 쇼핑몰 환경을 중요하게 생각하는 것으로 나타났다. 또한 만족에 있어서는 목표지향소비자가 제품정보와 쇼핑몰 환경에 더 높은 만족도를 보이고 있으며, 경험지향소비자들은 쇼핑몰 환경의 만족도에서만 차이를 보이는 것으로 나타났다. 이러한 결과는 목표지향소비자들에 비해 경험지향소비자들이 흥미로운 디스플레이, 촉진 이벤트, 추가적인 정보, 회원 혜택, 커뮤니티 활동과 같은 인터넷 쇼핑몰의 환경 요인을 중요하게 생각하는 것으로 볼 수 있다.

다국어 초록 (Multilingual Abstract)

The cyber consumers are divided into two groups by their characteristics of behavior when they spend time on the cyber space. The broad two categories of consumer‘s behavior on cyber space are goal-directed and the experiential behavior. The goal-directed cyber consumers and the experiential cyber consumers are defined from these backgrounds. To find the different characteristics of the consumer group, the survey was conducted with the questions to the consumers who had the purchasing experiences in Korea in April and May 2004 and 153 questionnaires were analyzed. To show the different perception and satisfaction of the two consumer groups in four hypotheses are proposed. The four hypotheses were supported.
The major findings are summarized as below. The experiential cyber consumers placed more importance on the cyber shopping mall environment than the goal-directed cyber consumers did. They placed more importance on such factors as interesting displays, promotional events, additional information, benefits of membership, and cyber community activities. Hence to be more attractive for the experiential cyber consumers, the shopping mall should be developed as an interesting and comfortable place for the visitors. In the initial stage of cyber commerce, large portions of consumers are supposed to be experiential consumers rather than goal-directed ones. Actually the developing country’s consumers are expecting more and more credible factors from the cyber space because their credibility is originally very low when compared to the developed country’s consumers, the cyber marketer should develop their product quality and provide useful information and trust to the visitors.
Also, to be more satisfactory for the experiential cyber consumers, the shopping mall should be developed as a interesting and comfortable place for the visitors. In the initial stage of cyber commerce, large portions of experiential cyber consumers do not know the address of cyber shopping mall, how to contact or click to the malls, and what’s the benefits of cyber commerce. Actually the developing country’s consumers are needed more and more information and cues to have relationships with the shopping mall because their satisfaction level is originally very low when compared to the developed country’s consumers.