소비자 쇼핑가치 추구 유형별 인터넷 쇼핑몰의 선호요인 및 구매행동에 관한 연구

A Study on Preference Factor and Purchase Behavior of Internet Shopping Mall among Groups of Consumer in Shopping Value

Internet is being various business activity such as information search, electronic commerce, and distribution channel together rapid increasing of internet users. In particular, internet shopping mall emerged as new distribution channel and has been growing continuously. However dissatisfaction of consumers about internet shopping malls is enlarging recently because of discording segmentation of consumer wants. Therefore this study purposes to present basic differential strategy of internet shopping mall through conducting empirical analysis. The research findings show that consumers is divided 3 groups by shopping value and these groups are different to not only demographic characters but also preference factors and purchase behaviors of internet shopping mall.