전자상거래에서 소비자 특성이 인터넷 공동구매에 미치는 영향에 관한 연구 : 휴대폰을 중심으로
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Objectives of this study were: First, based on the previous research on internet group buying, establishes basic surroundings of the research about internet group buying in buying a cell phone, and defines the concept of consumer characteristic which will be used in the research, Second, based on analysis result of each factor, establishes a research model and a research hypothesis in order to know how internet group buying works in buying cell phone, and analyzes through practical verification, Third, will be of help to the hereafter development of internet marketing strategy establishment and internet group buying site by verifying how the consumers recognize group buying way through the analysis result of the study, and thus intends to effectively activate internet market. The strategy to increase the influence of consumer characteristic suggests as follows. First, the reason why the hypothesis I is revoked seems to be largely due to the uncertainty of reliability in the situation that the information received from internet shopping mall is insufficient and the goods are invisible rather than to the fact that the consumers are not informed on the goods information or they don't trust it. Second, the shopping experience among consumer characteristics and especially the convenience orientation among the consumer shopping orientations of internet group buying attitude and internet group buying intension have an influence on buying. this is the result of the direct reflection of modern inclination, pursuing a pleasure and avoiding an arduous job. Third, the price perception among consumer characteristic is regarded to emphasize on the importance of consumer's price perception to internet group buying attitude and internet group buying intension, and to the internet shopping mall hosts who are offering a lot of internet group buying. Fourth, collectivism orientation was proven not to have an influence largely on internet group buying attitude and internet group buying intension. these are rather influenced by the convenience that the consumers are able to purchase at any convenient place by removing the time and spatial restriction. Fifth, innovativeness was also proven to have a direct and indirect influence on internet group buying attitude and internet group buying intension, It is judged not only that the innovative inclination of individual consumer directly helps join internet group buying, but also that internet group buying should be changed in accordance with consumer's innovative inclination in order to activate internet group buying. The purpose of this study lies in having verified the relation between the consumer's self-efficacy on cell phone group buying using e-commerce and internet group buying attitude and internet group buying intension. Nonetheless, the study has several limit . First, the study was carried out on consumers who had experienced internet group buying, thus, it has a limit in expanding or generalizing the result of the study to the whole domestic consumer. Second, in establishing research model, the variables which are somewhat not verified were used. Third, in the future studies, it is necessary to build a internet group buying model in aspect of the relative profit of internet group buying in comparison with internet individual buying, namely in aspect of price, risk and expense, and to estimate it actually.