산업융합연구 (Journal of Industrial Convergence)
- 제2권2호
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- Pages.197-218
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- 2004
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- 2635-8875(pISSN)
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- 2672-0124(eISSN)
인터넷 쇼퍼의 지각과 불평행동에 관한 연구
A Study on the Internet Shopper's Perception and Complaining Behavior
초록
The purpose of this study is to supply basic marketing information and establish effective marketing strategy of internet retail stores, by analyzing internet shopper's perception and complaining behavior. To accomplish this study objective, 172 individuals were selected and surveyed with questionnaire method. The result of empirical analysis is summarized as follows. There were significant differences between consumer types and consumer's perception of internet shopping for price, variety of product, fitness, interest, return policy. And there were statistically significant differences in the types of complaining behavior by consumer types.