A study on Customer"s Buying Pattern in Internet Bookstore

Nowadays it has spreaded rapidly the Internet shopping as it is called boundless purchasing. Book shopping is not exception, since 1995 the Amazon Bookstore(www.amazon.com) have had successful sales, Chongno, Kyobo and Youngpoong opened the cyber shopping malls by turns. Not only major publishing company and but also small and academic publishers have made their homepage. However we could not find any systematized and specialized survey, and in this regard this thesis is to study on several bookstores which are endeavor to begin and make their effort to deal with the internet business.<BR> It intends to survey on customer`s buying pattern in internet bookstore based on Engel`s Model Theory which is focused on Consumer`s Behavior to make a decision to buy. Followings are the main contents and the process of this study.<BR> 1. Why do they use the internet bookstore?<BR> 2. When do they choose a book through the internet bookstore?<BR> 3. From where do they get a book information?<BR> 4. What do they consider to choose a book?<BR> 5. Are they satisfied with the internet bookstore?<BR> 6. What is different from traditional book shopping, especially their buying pattern?<BR> From the enquiry to 1,473 who visit the cyber book shopping mall at least one time it shows their buying pattern as following,<BR> At first the reason why they use the internet bookstore is to buy a book as well as to get some informations and save their time and expense.<BR> Secondly 282(55%) of respondents they decide which book to buy before visit the internet bookstore, and we could find the users are likely to buy a book intentionally.<BR> Before shopping they get book information from book review in newspapers(37.8%), advertisement(16.2%), bookstore display(12.6%), recommendation titles(10.6) and internet bookstore`s review(9.7)<BR> When they buy a book, most of them consider a story, price, and also they consider an author, book review, a name of title, bestseller or not. They are uneasy to open their credit card number, they do want to preserve their private credit, and followings are also crucial to choose the internet bookstore, expense, speed of delivery, its service, stock and easy to visit.<BR> There are little differences from men and women, and the factor to make them satisfied is saving time and expense. The users are also satisfied with that the internet book shops offer lots of book informations. However its output on their input and the process of credit card settlement is not good enough.<BR> As you will see from the thesis whoever visit the internet bookstore they may visit and buy a book again, and it means the internet bookstore can grow up rapidly, also we know the traditional business deteriorate now and afterwards.<BR> In this regard, this study suggests it should make an alternative plan to solve several matters of internet book shopping through distribution structure, contents and credit settlement.