지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
The purposes of this study was to investigate the differences in shopping orientation, price perception, and purchase satisfaction according to demographic characteristics and shopping behavior. This study administered a questionnaire survey to adults in their 20s and 30s who had once purchased fashion products in surrogate Internet shopping malls. Among 327 questionnaires, 263 were collected through convenience sampling and 94 were collected from six Internet communities. Data were analyzed by t-tests, ANOVA, and Duncan tests. The results of this study showed that shopping orientations according to gender, age, and job were significantly different.
Price perception according to the level of education, job, and marital status were also significantly different. The differences of purchase satisfaction according to overseas stay experience was significant. Shopping orientations and purchase satisfaction were different by frequency of purchase and of visits to Internet shopping sites. Price rationality was differently perceived according to the frequency of purchase, and shopping orientations and differences were found among purchase intention groups in shopping orientations, price perception, and purchase satisfaction.
Price perception according to the level of education, job, and marital status were also significantly different. The differences of purchase satisfaction according to overseas stay experience was significant. Shopping orientations and purchase satisfaction were different by frequency of purchase and of visits to Internet shopping sites. Price rationality was differently perceived according to the frequency of purchase, and shopping orientations and differences were found among purchase intention groups in shopping orientations, price perception, and purchase satisfaction.
목차
〈Abstract〉
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법 및 절차
Ⅳ. 연구 결과 및 해석
Ⅴ. 요약 및 제언
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