Applying Consumer Value Theory to Determine Consumer Behavior in Terms of Online and Offline Shopping During COVID-19 Pandemic

• 영문명: Applying Consumer Value Theory to Determine Consumer Behavior in Terms of Online and Offline Shopping During COVID-19 Pandemic
• 발행기관: 한국유통과학회
• 저자명: Woohyoung KIM Hosung CHANG
• 간행물 정보: 『유통과학연구(JDS)』제22권 제5호, 67~79쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.05.30

영문 초록

Purpose: The purpose of this study is to shopping medium determinants and consumer behavior differences based on the value of consumption. Methodology: The subjects of the survey were adult men and women in their 20s or older living in Korea, and 283 valid responses were obtained. A Logit model was used to identify consumption value factors and shopping medium choices. A t-test was conducted to analyze the differences between consumer behavior based on preferred shopping medium (on/offline). Results: The inclusion of community-oriented factors such as eco-friendliness and social contributions lead to higher likelihood of choosing offline shopping. In addition, consumers who value self-expression and who are price sensitive are more likely to choose online stores. Conclusions: It was found that community-oriented factors lead shoppers to choose offline shopping, and the need for self-expression lead shoppers to choose online stores.

목차

1. Introduction

2. Theoretical Background

3. Research Design

4. Empirical Analysis

5. Conclusion and Implications

Reference

키워드

Consumption Value Theory COVID-19 Online shopping Consumer behavior