인터넷 쇼핑상황에서 경험하는 소비자 감정에 관한 질적 연구 = Qualitative Research on Emotion Experienced during Internet Shopping

다국어 초록 (Multilingual Abstract)

This research supposes that consumers will experience various emotions in both off-line shopping and internet shopping, thus this research attempts to identify similarities and differences of emotions and their causes between internet shopping and off-line shopping. Prior researches on internet shopping have focused on cognitive, technological factors, but this research is focused on emotions experienced during internet shopping. The purposes of this research are 1) to examine emotions and their causes experienced during Internet shopping and off-line shopping, and 2) to examine similarities and differences of these emotions and their causes, and 3) to examine consumer`s behaviors and emotions in internet shopping processes, and 4) to examine internet shopper`s shopping motives. We used depth interview for these purposes and we found that internet shopping consumers experience various emotions like off-line shopping consumers, also we found similarities and differences of emotions and their causes between internet shopping and off-line shopping and internet shopper`s various behaviors and emotions in internet shopping processes and internet shopper`s various shopping motives. These results mean that research on future internet shopping must pay attention to not only cognitive and technological factors but also experiential aspects of internet shopping consumers.