The Qualitative Study for Construction of Internet Shopping Behavior Model of Apparel

의류 상품의 인터넷 쇼핑 행동 모형 구성을 위한 질적 연구

  • Kim Seon-Sook (Research Institute of Human Ecology, Seoul National University) ;
  • Rhee Eun-Young (Research Institute of Human Ecology, Seoul National University)
  • 김선숙 (서울대학교 생활과학연구소) ;
  • 이은영 (서울대학교 생활과학연구소)
  • Published : 2005.09.01

Abstract

This study was fulfilled in the purpose of proposing construction strategies of Internet shopping-mall through the analysis of consumer moving line in Internet shopping-mall. This study was executed in two stages: theoretical study, qualitative study. In the theoretical study, hypothetical Internet shopping behavior model were constructed. Five internet shopping behavior types of apparel : purchase, searching purchase, prepurchase deliberation, information accumulation, opinion leadership and recreation were constructed. Next, consumer decision process were extracted from previous studies and a hypothetical internet shopping behavior model was constructed on the base of consumer decision process and Internet shopping behavior types. And then, through the qualitative study, Internet shopping behavior types were identified and hypothetical model was confirmed after adjustment. For qualitative study, 30 subjects were sampled by focus sampling and investigated by in-depth interview and observation. Seven internet shopping behavior types of apparel were found by the qualitative study: cautious purchase by price comparison, searching purchase, special low price purchase, impulse purchase, prepurchase deliberation, information accumulation and recreation-oriented. On the base of these behavior types, Internet shopping behavior model was adjusted and completed. Finally, according to the results of this study, Internet shopping construction methods that made customer's loyalty high and marketing strategy of Internet shopping-mall were proposed.

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