인터넷 소호몰 운영의 성공요인에 관한 실증 연구 = An Empirical Study on the Success Factors of a Internet SOHO Mall Operation

다국어 초록 (Multilingual Abstract)

The effect of six independent factors in an effort to systematically research the factors contributing to the success of SOHO (small office home office) malls was studied. Data collected from the corroborative evidence of 132 SOHO malls was used to study the effect of the founder`s personal characteristics, the field of SOHO mall, item selection, competitiveness of the commodity, convenience of operating system and effectiveness of marketing (diversity of service and costumer attraction strategy) on the number of visits to the internet site and the total sales at the SOHO mall. On the basis of the performed research, the founder of an internet SOHO mall should consider personal characteristics and select an item about which the founder has extensive knowledge rather than a general prominent item. Additionally, operation of discriminated system with competitive commodities is essential and finally, new-born SOHO malls should concentrate on marketing as it is the key factor affecting the number of hits to the internet site and the sales at the SOHO mall.