Journal of Korea Society of Digital Industry and Information Management (디지털산업정보학회논문지)

Korea Society of Digital Industry and Information Management (디지털산업정보학회)
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A Study of Consumer Behavior on Online Shopping Discount Event - Cyber hot Days - in Korea

국내 온라인 쇼핑 할인 행사 '사이버 핫데이즈' 에서의 소비자 행동 연구

  • 전병호 (서울여자대학교 기초교육원)
  • Received : 2018.05.23
  • Accepted : 2018.06.01
  • Published : 2018.06.30
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Abstract

US Retailers consider two major holiday shopping days as their most profitable-the Friday after Thanksgiving, Black Friday, and the Monday after Thanksgiving, CyberMonday. Online shopping discount events have boosted up the shopping markets resulting in pumping up National economy. For such reasons, Korea also has launched online shopping discount event, which is called 'Cyber hot days'. The primary purpose of this paper is to understand consumer behavior on Cyber hot days and suggest how retailers can harness those consumer behaviors and how government agency can support both retailers and consumers to boost up shopping markets. The results of empirical test shows that economic value, emotional value, and product variety were found to be significantly related to consumers' attitude on Cyber hot days, but convenience value, social value, and product uniqueness were not. Consumers' attitude was also found to be significantly related to the repurchase intention. It implicates that price, enjoyment, and product variety are important aspects to Korean consumers when they purchase during online shopping discount event.

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