상품유형별 쇼핑과업상황에 따른 소비자 반응에 관한 연구 - 쇼핑가치의 조절역할을 중심으로 -

• 영문명: A Study on Consumers' Response Depending on Shopping Task Situation by Product Type
• 발행기관: 한국상품학회
• 저자명: 김원겸(Kim Won-Kyum)
• 간행물 정보: 『상품학연구』제33호, 85~107쪽, 전체 23쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2004.12.01

영문 초록

This study has tried an integrated approach toward consumer response difference between the online internet shopping mall and the off-line department store focusing on the moderating role of shopping value according to shopping task situation. This study has analyzed consumer behavior differences between online and off-line channel formats in one framework and identified differences in consumer behaviors between the two channel formats. Managerial implications of this paper include measuring the effects of the integration of online and off-line channel and developing multichannel strategy. This paper suggests marketers to develop channel strategies based on customer segmentation criteria reflection different consumer shopping value between online and off-line channel formats rather than developing strategies based only on the conventional marketing mix.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 선행연구의 고찰

Ⅲ. 연구 방법

Ⅳ.실증분석

Ⅴ. 결 론

참고문헌

Summary