Strategies to Strengthen Competitiveness of Domestic Internet Shopping Malls and to Create a New Demand : Comparative Research on Adopters and Non-adopters of the Internet Shopping Mall

국내 인터넷 쇼핑몰 산업의 경쟁력 강화 및 신규수요 창출을 위한 전략 : 인터넷 쇼핑몰 수용자와 비수용자의 비교연구

Due to rapid increase in number of Internet users, the volume of domestic Internet shopping is expanding dramatically. Although the Internet shopping mall business is steadily growing, it has structural weakness, and in general, the business does not generate profit. In this context, this research identifies characteristics of the Internet shopping non-adopters, and suggests strategies to strengthen competitiveness of domestic Internet shopping malls and to create a new demand. Analysis of MCR data in 2007 showed that out of 4,298 respondents, 2,206 people adopted Internet shopping (51.3%). and 2,092 did not (48.7%). The survey measured 28 items regarding a consumption pattern and a lifestyle of the Internet users, and the analysis result showed that the pattern can be categorized in seven groups. Based on the analysis, the research suggests that the domestic Internet shopping malls adopt strategies to increase consumers' access frequency to tile Internet service, provide high-end goods, diversify transaction methods, make online shopping more convenient, cater to diversified consumer demands based on demographic data, provide price comparison more Internet shopping mails, and provide sufficient and useful information to consumers.