온라인 쇼핑 채널별 이용자 특성에 대한 비교 분석

초록

As the proportion of mobile shopping channels using smart phones is rapidly increasing with the popularity of 4G services and the convenience of mobile payment, the user characteristics of mobile shopping channel are analyzed and compared with those of Internet shopping channel using PC as a medium. For this purpose, variables regarding product buying tendency, individual personality, e-commerce usage environment and demographic characteristics are constructed using the source data of 'Korea Media Panel Survey'. The effects of these variables on the use of mobile shopping channels and the use of Internet shopping channels are examined respectively through the estimation of logit models. The estimation results show that the demographic characteristics, the users' personalities, and the personal tendencies in product purchase are substantially different between user groups of two online shopping channels. This supports the claim that the mobile shopping channel is significantly differentiated from the Internet shopping channel in terms of user groups. In this regard, separate research, policy making, and business interests are important for mobile shopping channels, which should be initiated by constructing separate basic data for mobile shopping channels.

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