대학생소비자의 인터넷 쇼핑몰 이용후기의 사용과 구매에 미치는 영향

Use and Influences of Consumer Reviews in the Internet Shopping Mall among University Students

The purpose of this study was to find how university students use and believe consumer reviews in the internet shopping, and how consumer reviews influence on purchase. Questionnaire survey was conducted during August 1 to August 20, 2012, and 300 university students, who had experience of consumer reviews in the internet, were selected. The main results were as follows. First, 63.5% of respondents were answered that they used everytime or very often use consumer reviews in the internet shopping. This result implied that consumer reviews were used as a critical consumer information source for university students. However, respondents were not leaving reviews often. And they left reviews more often when they satisfied than when they dissatisfied after purchasing based on reviews. Second, the respondents' confidence level of consumer reviews turned out to be 3.3 out of 5. And 64.3% of respondents answered that they believed reviews. Third, university students thought that consumer reviews influenced positively(3.20 out of 4) on their internet shopping. However, they were not satisfied with goods and services purchased in the internet shopping malls(2.16 out of 4).