수용자의 인터넷 쇼핑 동기에 관한 연구 = A Study on Internet Shoppers` Motivations

다국어 초록 (Multilingual Abstract)

The purpose of this study was to analyze internet shoppers` motivations. For analysis, Q methodology was applied, which has been known as being useful to identify individual`s subjectivity structure. The research question raised in this study included; what are the motivation of the internet shopper. For the study, a Q-sample, made of 36 statements exploring the internet shopper`s attitude and value system, was used. In addition, a P-sample was composed of 24 internet shoppers, evenly distributed in terms of gender, age, education, and occupation. In-depth interviews for Q analyses were conducted between March 22 and March 27, 2007. The result indicated that internet shoppers were categorized into three groups. They were named as information seeking type those who have searched information about products or services, utilitarian seeking type, those who have been interested in prices and cost savings, and leisure type, those who have looked entertainment or fun.

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