電子商去來 利用子와 一般消費子의 行態에 관한 比較 硏究

Abstract

Recent rapid developments in electronic commerce marketing system (interactive marketing) can also be regarded cyber communities that will redefine whole industries, channels of distribution and even the practice of marketing. For consumers, more objective informations will be available and more control over information flows will be achieved, which will overcome the information imbalances between consumers and vendors. This purpose of study is to explain the comparison between Internet-user and general consumer about shopping behavior and new marketing systems and tried to integrate these topics under relationship marketing framework. For this I built theoretical model that reflected structure and characteristics of cyber marketing systems, consumer behaviors and exchange relationships in new marketing systems in electronic commerce. This study proposes that new marketing system in electronic commerce we can see many kinds of interactions among consumers and vendors. In e-marketing systems, consumers can communicate with other consumers more easily and frequently and so build so-called cyber communities. This implies that eletronic marketing is most comprehensive and relevant framework in virtual marketing systems. To increase consumer commitments in electronic marketing systems, marketers should provide opportunities of participation in firms' marketing process. In building cyber community, comprehensive study consumer process and definition of range, rules, managers' roles of cyber community are necessary. Consumer behaviors in electronic marketing systems start from choice between cyber marketing system and real marketing system. Consumers use interactive marketing systems in electronic commerce for mainly two purposes. This means that in each stage of purchasing decision consumers repeat whether to use electronic marketing system. This study divides consumer's commitment into site commitment and source commitment. Site commitment is consumer's intention to maintain long-term relationship with specific commercial site. Source commitment is consumer's intention to maintain long-term relationship with owners of that commercial site.