인터넷 쇼핑몰 이용 소비자의 정보탐색량에 관한 실증연구

초록

This research provides a comprehensive analysis of consumer information search behavior in e-shopping. It investigates the determinants of amount for consumer information search in e-shopping in order to provide useful information on consumer decision making and consumer related marketing and public polices. Based on the review of literatures, amount of consumer information search is investigated by three different ways: (1) the number of visiting e-shopping, (2) the length of decision making time, and (3) the length of visiting time. And amount of consumer information search is assumed to be explained by several demographic variables(i.e. sex, age, income, education, marital status) and environmental variables(i.e. experience of purchase, perceived risk, types of internet mall, types of product and experience of internet). The empirical result of this study showed that amount of information search in e-shopping is explained by age, marital status, perceived risk, experience of purchase and experience of internet. The empirical results provide useful implications about consumer behavior and consumer related policies. One of the most important of these implications is the importance of providing objective and efficient information system in e-shopping. These results might also be used in teaching and in further research about consumer information behavior in e-shopping, the formulation of marketing strategies and public policies.