College Student Consumers′ Attitude toward the Internet Shopping, Internet Purchase Behavior, and Purchase Satisfaction

대학생 소비자의 인터넷 쇼핑에 대한 태도와 쇼핑행동, 쇼핑만족도

  • 홍은실 (전남대학교 생활환경복지학과, 생활과학연구소) ;
  • 황덕순 (전남대학교 생활환경복지학과, 생활과학연구소)
  • Published : 2003.06.01

Abstract

This study attempts to investigate attitude toward internet shopping. internet purchase behavior. and purchase satisfaction of college student consumers. The data used for this study were collected from 361 college students who is living the southern part of Korea. and purchased goods and services on the internet at least one time during the previous 12 months. in Autumn, 2001. Data analysis were carried out using SAS package. Statistics used for data analysis were Cronbach'$\alpha$, Pearson's correlation analysis, and multiple regression. The results were summarized as follows : First, college student consumers in general are favorable to the internet shopping. The variable that has significant influence on the attitude toward the internet shopping was the web searching competence. Second, the variables that have significant influence on the internet purchases were the number of site visits, internet using time, credit card possession. personal income, and web searching competence. Third, the variables that have significant influence on the amount of internet purchases were personal income, internet using time, number of site visits. and credit card possession. Fourth, the variables that have significant influence on the satisfaction with internet shopping were internet shopping attitude and web searching competence.

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