대한가정학회지 (Journal of the Korean Home Economics Association)
- 제39권10호
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- Pages.55-67
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- 2001
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- 1225-0937(pISSN)
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- 2234-2818(eISSN)
혜택세분화와 인식도에 의한 인터넷쇼핑몰 이미지 연구
Analysis of Internet Shopping-Mall Images Through Benefit Segmentation and Perceptual Mapping
초록
The purpose of this study were 1) to find out the benefits sought factors and segment the customers of internet shopping mall, 2) to find out the store image factors of internet shopping mall, and 3) to analyze the internet shopping mall market using perceptual map of segmented groups. The questionnaires dealing with attribute dimension of internet shopping mall image, benefits sought, and demographic variables were selected from the previous studies or were developed for this study. The data from 319 respondents which were collected through the internet survey site was analyzed by factor analysis, cluster analysis, one-way ANOVA, and