Journal of Information Technology Applications and Management
- 제10권1호
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- Pages.19-34
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- 2003
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- 1598-6284(pISSN)
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- 2508-1209(eISSN)
고객세분화를 통한 인터넷 쇼핑몰 구매 경험자 재구매의도 영향 요인
Repurchase Intention of Experienced Buyers in the Internet Shopping Mall by Using Customer Segmentation
초록
Identifying customer repurchase intention is very Important for the Internet shopping mall to activate CRM (customer relationship management) in B2C (Business to Customer) eCommerce. In this paper, the experienced buyer's repurchase intention Is analyzed by using the approach of customer segmentation. Total of 979 samples, which had already experience of Internet shopping, are analyzed to demonstrate that the degree of repurchase Intentions differs from each segmented group. The benefit segmentation is performed by identifying private benefits for which consumers can seek among 14 services. The results show that the different group has a significant difference in the repurchase Intention. The results of repurchase intention can lead to practical recommendations for CRM in B2C eCommerce.