Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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A Study on the Level of Perception to Internet Shopping′ Benefit - Risk in Relation to the Internet Searching Value Types of College Student Consumers

대학생소비자의 인터넷탐색가치유형과 인터넷쇼핑에 대한 혜택-위험 지각정도에 관한 연구

  • 홍은실 (전남대학교 생활환경복지학과)
  • Published : 2002.02.01
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Abstract

This study explored the Internet searching values(utilitarian searching value and hedonic searching value) of college student consumers, typed the Internet searching values to four types, and analysed the level of perception to Internet shopping' benefit-risk according to the Internet searching value types. The subjects were 361 college students. We used Cronbach'$\alpha$, multiple regression, one-way ANOVA, and Scheffe' test as statistical analysis. The results were summarized as follows : 1) According to the Internet searching values, college student consumers were classified into 4 types - high utilitarian/high hedonic type, high utilitarian/low hedonic type, low utilitarian/high hedonic type, and low utilitarian/low hedonic type. 2) Both high utilitarian/high hedonic type and low utilitarian/high hedonic type had high level of perception to Internet shopping' benefit-risk.

Keywords

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