한국인터넷방송통신학회논문지 (The Journal of the Institute of Internet, Broadcasting and Communication)

  • 제15권1호
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  • Pages.291-298
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  • 2015
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  • 2289-0238(pISSN)
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  • 2289-0246(eISSN)
한국인터넷방송통신학회 (The Institute of Internet, Broadcasting and Communication)
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온라인 아동가구 쇼핑몰 활성화 방안

Activation Plan for Online Shopping Mall of Kids' Furniture

  • 장은영 ((주)SASA 인터넷사업부) ;
  • 이상준 (전남대학교 경영학부) ;
  • 이경락 (전남대학교 Free21+ e-Service사업단) ;
  • 이상현 (호남대학교 컴퓨터공학과)
  • 투고 : 2015.01.19
  • 심사 : 2015.02.13
  • 발행 : 2015.02.28
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초록

직접 실물을 보고 검토한 후 구매하려고 하는 소비자의 특성으로 인해 온라인으로 아동가구를 판매하는 것은 쉽지 않은 일이다. 본 논문에서는 아동가구시장의 온라인 쇼핑몰의 발전 방안을 마련하기 위해, 구매 전 소비자의 의향을 설문으로 확보한 후, 실제 판매데이터와 비교 분석하여, 소비자의 의향과 실제 판매된 자료와 어떤 차이점이 있는지를 분석하였다. 아동가구 온라인 쇼핑몰 서버의 데이터를 이용하여 사이트 방문횟수, 페이지 접속수, 페이지 체류시간, 쇼핑몰내 접속자 이동경로를 분석하였고, 또한 온라인의 어떤 광고를 통하여 고객이 유입되는지 분석하였다. 분석결과 온라인으로 아동가구를 구매하는 소비자들의 디자인, 가격할인, 브랜드 인지도, 실용성에 대한 요구를 파악할 수 있었다. 아동가구 온라인 쇼핑몰 경쟁력 강화를 위해 온라인상의 가구 체험강화, 제품의 차별화전략, 고정고객의 확보의 필요성을 제시하였다.

It is pretty hard to sell the kids' furniture online because of the characteristics of the consumers that they will like to make purchases after looking at the actual objects and then considering purchasing them. In this paper, we made the scheme to boost the on-line malls of the kids' furniture market by collecting the consumers' intention to buy before purchasing with questionnaire survey, comparing it with the real data of purchasing, and analyzing the differences. We analyzed the visit number of shopping mall, the page number of views, page duration time per visit, and customer's shopping path by using log data from the children's furniture online shopping mall server. In addition, we analyzed where the customer's influx route is among online advertising. We found that there are requirements for the designs, prices, brand names, and practicalities by the consumers purchasing the kids' furniture online. To strengthen competitiveness of the online kids' furniture malls, we proposed that reinforcing the on-line experiences of furniture, the differential strategies for the products, ensuring the fixed customers are needed.

키워드

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