인터넷 쇼핑몰의 소비자 쇼핑동기와 지각된 쇼핑 가치에 대한 연구 = (A) study on the consumer's shopping motivation and perceived shopping value in internet shopping mall

다국어 초록 (Multilingual Abstract)

ABSTRACT

A Study on the Consumer's Shopping Motivation and Perceived Shopping Value in Internet Shopping Mall

Kim, Myung Seon
Department of Business Administration
Graduate School of Sejong University


With the Internet shopping market expanding, consumers now have more options to choose various types of Internet shopping malls than before. Not only general malls and specialized malls but also big companies dominating the existing distribution market newly entered into the Internet shopping mall business, which is creating various Internet shopping malls in terms of operation type. Accordingly, consumers are now facing various options to select shopping malls, while Internet shopping mall companies are trying to maintain existing customers.
Therefore, customer shopping value has been becoming more important issue. Shopping value is one of the most useful variables for achieving marketing concept that satisfy consumer needs. The issue related to which value consumers have when they're shopping and whether this shopping value has an effect on the process of consumer satisfaction formation or not, would be helpful to understand the post-purchase behavior as well as the pre-purchase decision making. The objective of this study was to clarify differences in the shopping motivation groups. And, this study was to examine the difference of emotional responses (positive and negative emotion), shopping satisfaction, and customer loyalty by the typology of internet shopping motivation.
The study was conducted in five steps. Through the first step, based on previous studies, measurement instrument related to shopping motivation was developed. From second step to fourth step, using Internet survey method the data was collected from 500 Internet shopping mall users who bought products one or more last one year, and analyzed using factor analysis, cluster analysis, paired t-test, cross-tab analysis, ANOVA, and MANOVA.. Finally, the theoretical and managerial implications were suggested.
Cluster analysis revealed that a five-cluster solution was most appropriate for the data of Internet shopping motivation such as hedonic seeking shopper, efficiency seeking shopper, convenience/variety seeking shopper, information/convenient seeking shopper, and low motivation shopper. As a result of paired t-test between shopping motivation and perceived shopping value, significant differences were only founded in the four internet shopping mall factors such as hedonic, efficiency, convenience/variety, and information/convenient dimensions. As a result of MANOVA, there were significant differences of emotional responses by five shopping motivation groups. Positive emotion was higher in hedonic value seeking shoppers (M=5.752) than other four shopping groups, while negative emotion was higher (M=3.591) than others. Finally, as a result of ANOVA for difference of Internet shopping motivation and customer loyalty among five groups, hedonic seeking shoppers who were motivated by hedonic motivation reported a significantly higher level of satisfaction (M=5.818), and customer loyalty (M=5.775).
In summary, the findings of this research predict the hedonic seeking shoppers will be a most important shopper compared to any other groups, it is suggested that the internet shopping mall should be built focusing on hedonic value such as fun, enjoyment, and playfulness, etc., and understanding their characteristics will be important for successful internet marketing strategies of shopping mall.

목차 (Table of Contents)

• 제 1 장 서 론 1
• 제 1 절 연구의 필요성 1
• 제 2 절 연구의 목적 3
• 제 3 절 연구의 방법 및 구성 4
• 제 2 장 이론적 배경 6
• 제 1 절 인터넷 쇼핑과 소비자 행동 6
• 1. 쇼핑동기 6
• 2. 고객가치와 쇼핑가치 8
• 3. 감정 16
• 4. 쇼핑만족 18
• 5. 고객충성도 21
• 제 2 절 국내 인터넷 쇼핑 현황 및 전망 23
• 1. 국내 인터넷 쇼핑 현황 23
• 2. 국내 인터넷 쇼핑 전망 27
• 제 3 장 연구설계 32
• 제 1 절 연구문제 및 연구모형 32
• 제 2 절 변수의 조작적 정의와 측정 도구 35
• 1. 쇼핑동기와 쇼핑가치의 측정 35
• 2. 감정의 측정 40
• 3. 쇼핑만족과 재구매의도의 측정 41
• 제 4 장 실증분석 43
• 제 1 절 표본의 특성 43
• 제 2 절 타당성과 신뢰성 분석, 그리고 군집분석 45
• 1. 연구단위들에 대한 타당성과 신뢰성 분석 45
• 2. 군집분석을 이용한 동기유형 집단의 도출 52
• 제 3 절 연구문제의 검증 58
• 1. 쇼핑동기와 쇼핑가치 지각의 차이 검증 58
• 2. 쇼핑동기집단별 감정 차이 검증 60
• 3. 쇼핑동기집단별 인터넷 쇼핑만족과 고객충성도의 차이 검증 63
• 제 5 장 결 론 67
• 제 1 절 요약 및 시사점 67
• 제 2 절 한계점과 향후 연구방향 70
• 참고문헌 73
• 부록: <설문지> 81
• ABSTRACT 89