청소년들의 인터넷 쇼핑몰을 통한 명품구매에 관한 연구

Abstract

We are undergoing a transition from a paper economy to a digital economy, not unlikely the transition from an oral exchange economy to a physically recorded (clay, papyrus) exchange that took place several millennia ago. As with the earlier transition, a change in the medium for recoding and reporting transactions is bringing about a significant change in the economic and social system in which they are imbedded. Electronic markets affect the consumer purchase process. The first phase in the transformation of the structure of an industry is the digitalization of the market mechanism. An electronic market provides a mechanism for reducing the search costs (money, time and effort expended to gather product price, quality and feature information) for consumers. One of the first applications of electronic commerce involves the development of electronic storefront. These do not necessarily guarantee that the Web will become the dominant sales channel for every business. One of the critical aspects influencing the success of electronic commerce will be the effectiveness of the interface interacting with the consumers. The rapid adoption of personal computers and greater accessibility of Internet infrastructure continues to fuel the digitalization of products and service -- commonly referred to as digital interactive services. The internet and its commercial uses have stimulated a high level of interest but electronic commerce is often seen as an alternative marketing channel. Web technology is transforming all business activities into information-based. The web has extended the reach of corporation. The information revolution is drastically reshaping global society and pushing the world toward an information-based economy. The importance of advertising in the marketplace is evidenced in a large body of economic and business literature on that topic. The other side of the advertising is the process by which consumers search for product information in a digital world. In physical markets, consumer search activities include reading advertisement, calling vendors, and visiting stores. In a virtual marketplace, all theses activities seem to converge into Web searches and Web browsing. Searches are the first market infrastructure to be built in the electronic marketplace, and have become the primary means of Internet advertising as well. With an interactive media such as the Internet, advertisers and consumers can negotiate directly without the help of intermediary markets, where unrelated products-television programs, news and magazine articles, search service and e-mail service are exchanged just to convert consumer's attention into advertising costs. Advertising on the internet is fundamentally different from conventional advertising. First, the trend toward information reduction required by conventional media is reversed. conventional advertising is bound by space (for print) and time (for radio and television) constraints. Second, the medium is interactive; as such, it allows consumers to actually engage in, and thereby customize, their own advertisements. Information is available whenever browsers need it, is tailored to their interests (since they choose which hypertext links to probe), and allows them to make comments or ask specific questions on-line. Finally, the technological structure as well as the culture of the internet community do not allow for intrusive, mass e-mail advertising. The choice to be involved in or to forego an advertisement is left completely up to the user. In one sense, advertising efficiency is maximized, because those who access the advertisement have self-selected and are therefore presumably interested. The internet is unlike any other traditional media. The two-way communication capability and the information processing power of the connected computers makes the internet an ideal medium for marketers to reach out and build interactive relationships with consumers on a global basis. An internet advertisement is typically placed on the web page of a web site. Interactive marketing is defined as the process of being able to deal with customers by creating individual relationship, managing market size of one and addressing each in term of its stage of development. The most of internet users are youths, they spend a lot of times in surfing on Web, some are addictive. By the way, modem youths are making more money and buying more brand name products than any other generation. This reality has created a cyber marketplace that advertises brand name products directly to them, and navigating through Web. In this study, based on the consideration of the problems mentioned above, the relations between the youths' behavior of buying-in brand name products and appeal types of internet advertisement are handled as the main subject. First of all, the following questions were raised on these hypotheses: H1: The price of youths' buying brand name products would be influenced according to surfing times (or the frequency of access). H2: The youths' buying brand name products would be positively influenced by the motives of access to Web. H3: The youths' buying brand name products would be positively influenced by the products' attributes. H4: The youths' buying brand name products would be influenced by their resident regions. To test the above hypotheses, F-test, T-test, ANOVA, and regression analysis were used. The targets of research were youths who live in southem-northem Seoul. The question sheets used for the data analysis were 142 in total and the rate of withdrawal was 71%. The survey took place from April 12 to May 20, 2003. The results of tests are the followings: First, it proved that the price is influenced by the surfing time(or frequency of access). Secondly, the motive of access to Web influenced positively youths' buying brand name products. The motives of access are classified by collecting of product information, interest in advertisement, participation in events and buying goods. Thirdly, products' attributes affect youths' buying brand name products. They are price, quality, brand and design. Especially the price is a variable which is directly related to buying. Finally, the price of youths' buying brand name products can be distinguished by their residence regions. After all, the reactions to Web turned out to have meaningful difference according to the purpose of internet usage and residence regions.