가상점포의 고객흡인력과 마케팅 효율성 분석

다국어 초록 (Multilingual Abstract)

This study offers insight into the attractiveness of virtual stores through comparing three different models. Cross-sectional data was gathered for this study from both the retailer`s Internet web page and survey, consisting of marketing variables, store attributes, and performance measures of Korean Internet retailers. After screening incomplete samples, the final data yielded 153 observations. The data were analysed by means of a multiple regression analysis for the 3 different models. Three sets of results are presented and the t-values were used to check the statistical significance of the regression coefficients. The results from model (1). indicate that assortment, service, promotion are significantly related to the log of the total number of visitors. Results from model (2) suggest that product mix width, online advertisement expenditure, number of e-mail sent are significantly, while they are in model (1), Online advertisement expenditure and number of e-mail sent in model (3) are negatively related to conversion efficiency, which supports the hypothesis of decreasing efficiency.By the way,offline advertisement expenditure and number of PR article on the newspapers support the hypothesis of constant efficiency. The analyses also reveal that product category is significantly related to all the dependent variables. For example. electronics/telecommunication devices increases general attractiveness. bet fashion/miscellaneous goods decreases both general and effective attractiveness. In passing, grocery is negatively related to conversion efficiency. However, car/leisure/health is the opposite. Finally, the analysis show that general attractiveness is positively related to effective attractiveness, solving the controversy surrounding that issue.