인터넷 쇼핑몰에서 관여도와 판촉이 헤어 제품 구매의도와 구전의도에 미치는 영향에 관한 연구

A Study on the Effect of Involvement and Promotion on the Purchase Intention and Oral Advertisement of Hair Product in the Internet Shopping Mall

&nbsp;&nbsp;The advent of information technology and internet which are developing very fast has brought a change in the way of buying products offline in which customers used to touch and feel the product at the shop before buying. The emergence of internet along with computer in the 21st century -which resulted from the advancement of information technology- has enabled people to buy using various information about products and services without the spatial and temporal constraint at any time and place.<BR>&nbsp;&nbsp;In this way, the advancement of electronic communication has helped overcome the spatial and temporal constraint under the traditional market system and enabled the expansion of market, improvement of efficiency, cost saving, and so on, bringing remarkable transformation in various bossiness activities and the flow of products and services which used to be carried out offline in the past.<BR>&nbsp;&nbsp;In this context, the use of Internet has become an essential tool for companies to adjust to this business environment, an era of globalization and informatization, which is necessary for the survival and competitive advantage of businesses. The increased use of internet means that there are a growing number of internet shopping malls and people can browse products at a glance, and more and more people are using online shopping mall that delivers the purchase to the desired place which is just a mouse-click away.<BR>&nbsp;&nbsp;This study tried to the effect of involvement and promotion on the purchase intention and oral advertisement of hair product in the internet shopping mall and to propose the efficient marketing strategy for the shopping mall.