몽골 소비자들의 인터넷 이용 특성에 따른 구매집단 비교연구

• 영문명: The Comparative Study between Purchasers and Non-Purchasers by the Consumers’ Internet Using Characteristics in Mongolia
• 발행기관: 한국통상정보학회
• 저자명: 유호종(Ho-Jong You)
• 간행물 정보: 『통상정보연구』제11권 제3호, 101~123쪽, 전체 23쪽
• 주제분류: 사회과학 > 무역학
• 파일형태: PDF
• 발행일자: 2009.09.30

영문 초록

This research which applied with Uses and Gratification Theory tried the comparative analysis between internet purchasers and internet non-purchasers by the user’s motivation, attitudes, and behavior in Mongolia, By utilizing the two-group discriminant analysis method, which tested the hypotheses of this study. In Internet Market of Mongolia, This research classifies all internet consumers into internet purchasers, and non-internet purchasers and examines the differences in motivations, behaviors, and attitudes between the two groups; based on the assumption that these two groups have different needs and expectations while using the internet. The two group discriminant analysis was conducted to identify a lot of differences between the two groups. Research results show that important differences are found in motivations for using the Internet, attitudes toward the Internet, amount of Internet usage, and frequency of visiting a certain type of Web site. In the practical aspect, This result provides an understanding of the Mongolia Internet shopping, also it could give some valuable implication for the Internet company marketers who are trying to find out how to penetrate into Mongolia internet market.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 가설 및 연구 방법

Ⅳ. 분석 결과

Ⅴ. 결론 및 시사점

참고문헌

Abstract

키워드

Motivation Attitude Behavior Uses and Gratification Internet Purchaser Non-Internet Purchaser