소비자의 인구사회학적 특성에 따른 도서구매처에 대한 실증적 분석

Empirical Analyses on Book-Purchasing Places in terms of Consumers Socio-Economic Features

본 연구의 목적은 소비자가 이용하는 도서구매처를 인구사회학적 특성별로 어떻게 다른지를 살피는데 있다. 분석결과, 첫째, 성별로 여성은 ‘인터넷 서점’을 많이 이용한 반면 남성은 ‘할인마트 및 편의점’이나 ‘전문서점’에서 책을 더 구매했다. 둘째, 연령별로 10대는 ‘오프라인 서점’에서, 2030대는 ‘인터넷 서점’이나 ‘중고서점’에서 책을 더 구매했다. 셋째, 학력별로 대졸 이하는 ‘시내대형서점’이나 ‘동네소형서점’, 대졸 이상은 ‘인터넷 서점’이나 ‘전문서점’에서 책을 더 구매했다. 대학생들의 도서구입처는 뚜렷하지 않았다. 넷째, 소득수준별로 500만원 이상 층은 ‘시내 대형서점’ 및 ‘동네 소형서점’을, 400-500만원 층은 ‘인터넷서점’ 및 ‘할인마트 및 편의점 ’에서 책을 더 구입했다. 200만원 이하 층의 도서구입처는 뚜렷하지 않았다. 다섯째, 직업별로 학생은 ‘시내대형서점’ 및 ‘동네 소형서점’을, 직장인은 ‘중고서점’, 주부는 ‘할인마트 및 편의점’에서 책을 더 구입했다. 자영업자의 도서구입처는 뚜렷하지 않았다.

The purpose of this study was to examine the book purchasing places in relation to consumers socio-economic features. The outcome of analyses showed the followings. First, gender was critical. Female consumers were more likely to rely on internet bookstores , while male counterparts were more likely to use discount marts and convenient stores , specialized bookstores , and others. Second, age was important. teenagers more relied on off-line bookstores . What was interesting was that people in 20-30 group depended more on second-hand bookstores , internet bookstores . Third, education was influential. people with below BA degree were more likely to use large-scale downtown bookstores or small-scale community bookstores , while others with BA or higher degrees more depended on internet bookstores or specialized bookstores . However, college students did not show any clear preferences in terms of book purchasing places. Fourth, monthly earning was important. people with 5 million won or more were likely to use either large-scale downtown bookstores or small-scale community bookstores , while people with 4-5 million won more used internet bookstores and discount marts and convenient stores . On the other hand, people with 2 million won or less did not show any clear preferences. Finally, job type was critical. Students were more likely to use either large-scale downtown bookstores or small-scale community bookstores , while housewives more used discount marts and convenient stores . It was also found that full-time workers more used second-hand bookstores , while self-employees did not show any clear preferences.