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, 400500만원 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 "smallscale 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 "largescale downtown bookstores" or "smallscale community bookstores", while people with 45 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 "largescale downtown bookstores" or "smallscale community bookstores", while housewives more used "discount marts and convenient stores". It was also found that fulltime workers more used "second-hand bookstores", while self-employees did not show any clear preferences.