구매자유형 , 구매경험정도에 따른 소비자의 전자상거래 태도에 관한 실증연구 = An Empirical study to the attitude toward electronic commerce based on shopper type and the level of purchase experience

다국어 초록 (Multilingual Abstract)

This study empirically examines the differences in consumer's attitude toward electronic commerce depending on shopper type and the level of experience. Electronic commerce has been regarded as a new type of commerce has been regarded as a new type of commerce and has been growing rapidly. However, studies relating this type of commerce to some aspects of consumers' characteristics have just begun. Accordingly, this study is and attempt to investigate the relationship between electronic commerce and shopper type and the level of purchase experience.
Data were collected using a questionaire from 539 subjects.
The two hypotheses were empirically tested using ANOVA. The following are the results,
First, recreational shoppers show higher attitude scores than economic shoppers. So, Hypothesis I was supported.
Second, group with more purchase experience shows higher attitude score. Therefore, Hypothesis Ⅱ was, also, supported.
Third, in terms of demographic characteristics, only age and education show the statistically significant differences on attitude score.

목차 (Table of Contents)

• Ⅰ. 연구배경 및 목적
• Ⅱ. 이론적 배경
• Ⅲ. 연구모형 및 가설
• Ⅳ. 실증분석
• Ⅴ. 결론
• <참고문헌>