소비자의 특성이 온라인 정보 탐색과 정보이용행위에 미치는 영향

• 영문명: The Effect of Consumer Characteristics on Exploratory Information Search and Information Use Behavior
• 발행기관: 한국IT서비스학회
• 저자명: 김아름(Ah-Reum Kim) 강현정(Hyunjeong Kang)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제15권 제1호, 19~37쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2016.03.30

영문 초록

Advance of the Internet environment is applied not only to information search but also to the area of consumption behavior. Current research analyzes online use behavior and online information search of consumers in terms of users’ perception. With the result of the research, it is noticed that promotion focus brings broader variation of information use behavior, and utilitarian value has a beneficial impact on the online exploratory information search. In addition, it is revealed that the more exploratory the information search is, the wider the range of online shopping information search is. Finally, people who have utilitarian shopping value showed more exploratory behavior in online search, especially for the search of informational products, than those who have hedonic shopping value. Present research is believed to improve practical influence of consumers’ personality on online use behavior when customers purchase search products online. As a result, it would contribute to consumer research and marketing held online.

목차

1. 서 론

2. 이론적 배경

3. 연구모형 및 연구가설

4. 연구방법

5. 분석결과

6. 결론 및 향후 연구과제

키워드

Promotion Focus Utilitarian Value Hedonic Value Information Goods Exploratory Search Information Search Information Use Behavior