Internet Shopper의 특성과 지각에 관한 연구

Traits and Perceptions of Internet Shoppers

This paper investigated Internet shoppers' traits and perceptions and compared them with Internet non-shoppers' traits and perceptions. Internet shoppers showed significant difference from non-shoppers in pursuing time-convenience, recreation, and social benefits. And ompared to non-shoppers, Internet shoppers were more innovative and have more Internet knowledge. Especially, findings in recreational orientations provides useful implications for contradictory results of past studies. In perceiving benefits of Internet shopping, there were no differences between two groups except for conveniences. and in perception of barriers in adopting Internet shopping, only privacy showed no significant difference. This implies that Internet shopping did not solve various problems yet.