인터넷 개인 쇼핑몰 창안 연구

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인터넷 개인 쇼핑몰 창안에 대한 조사와 연구를 통한 실태조사와 이에대한 방안을 마련한 논문입니다. 설문지 조사및 분석을 다루고 있으며 이에대한 방안및 대안도 연구되어있습니다.
설문지와 코딩자료또한 담겨져있습니다.

목차

서론············································································· 1
제1장 연구배경 및 목적 ·············································································· 1
제2장 이론적 배경 ···················································································· 2
2.1 인터넷 쇼핑몰의 개요 ································································ 2
2.2 인터넷 개인 쇼핑몰의 현황 ·························································2
제3장 연구 방법 및 절차 ············································································ 3
3.1 가설설정 ················································································ 3
3.2 연구방법 ················································································ 3

본론············································································· 6
제1장 인터넷 쇼핑몰 이용 구매자의 구매경험 ···················································· 6
1.1 성별에 따른 한 달 평균 이용 빈도의 차이········································ 6
1.2 구매액 분석············································································· 6
1.3 분류 변수에 따른 결재 방식의 차이 ··············································· 7
1.4 인터넷 쇼핑몰을 알게 된 경로분석 ················································ 8
1.5 상품구매 시 우선시 고려되는 요인 분석 ········································· 9
1.6 상품 구매 시 가장 선호하는 아이템 분석··········································9
1.7 성별에 따른 피팅모델이 구매자에게 미치는 구매영향 분석···················· 10
1.8 베스트 상품이 구매자에게 미치는 구매영향 분석······························· 11
제 2장 인터넷 개인 쇼핑몰의 전체적인 고객 만족도············································ 12
2.1 그룹별 만족도 분석 ································································· 12
2.2 분류 변수에 따른 만족도의 차이··················································· 14
제 3장 인터넷 개인 쇼핑몰 구매자들의 재 구매 의사결정····································· 18
3.1 그룹별 재 구매 의향 점수 분석 ··················································· 18
3.2 분류 변수에 따른 재 구매 의사결정의 차이 ····································· 19
제 4장 인터넷 구매대행 쇼핑몰과 인터넷 개인 쇼핑몰의 비교································ 20
4.1 쇼핑몰을 알게 된 경로 비교························································ 20
4.2 상품구매 시 우선시 고려되는 요인 비교·········································· 20
4.3 구매자들의 재 구매 의사결정 비교················································ 21

결론·············································································22
제 1장 인터넷 쇼핑몰의 만족도 실태······························································ 22
제 2장 인터넷 쇼핑몰의 성공사례 ······························································· 24
제 3장 인터넷 쇼핑몰의 창업 성공 방안 ························································25
제 4장 논문을 마치며·············································································· 26

참 고 문 헌································································ 27

부록 (분석 결과물, 설문지, 코딩자료)·································· 28

본문내용

序 論
제1장 연구의 배경 및 목적
인터넷의 발달은 시장의 영역을 오프라인에서 온라인으로 옮겨갔다. 유형의 실체적인 시장을 무형의 공간까지 끌어온 ‘인터넷 상거래’의 등장이 그것이다.
인터넷 상거래는 기존 상거래에서 소매상들이 상점가나 백화점에서 상점을 임대해 영업하는 형태처럼 인터넷 전문 유통업체가 만든 거대한 가상공간에 판매자들이 가상의 상점을 개별적으로 임대해 개점하는 형태로 구성되어 있다. 소비자는 이러한 인터넷 상거래를 통해, 매장을 직접 찾아가 제품을 구입하는 형태가 아닌 가상공간에 개설된 가상상점에서 사고파는 일련의 행위를 모두 하게 되는 것이다.
인터넷 쇼핑 시 소비자들은 검색엔진을 통해 많은 양의 원하는 정보를 쉽게 얻을 수 있으며, 대량의 전문화된 데이터를 수집, 분석, 통제할 수 있는 능력을 소유함으로서 비교쇼핑이 가능하게 되어 소비자가 더 강력한 힘을 가지고 효율적인 구매를 할 수 있게 되었다. 또한 가상공간에서는 더 많은 공급자들이 경쟁할 수 있기 때문에 결과적으로는 가격과 비용을 하락시킬 수 있으며 경쟁의 증가를 통해 품질을 향상시킬 수 있다. <양용, 2006>
운영자 입장에서는 실제 매장을 갖추는 데 비하여 비용이 적게 들고, 시간·공간적 제약이 없으며 건물 임대료 등 운영비도 크게 줄어들어 상품 가격을 낮추어 팔 수 있다는 장점이 있다. 단, 인터넷 정보가 방대해서 원하는 상품을 찾는 것이 쉽지 않고, 일부 반품이나 애프터서비스가 제대로 처리되지 않는 등의 문제점도 있다.
개인쇼핑몰의 가장 큰 비율을 차지하고 있는 패션산업은 정보산업이라 불릴 만큼 정보에 민감하며 다른 산업에 비해 짧은 주기를 가지고 있다. 패션제품, 특히 의류제품은 특성상 직접 입어보거나 만져볼 수 없다는 한계로 2~3년 전까지만 해도 전자 상거래의 대상으로써 큰 기대를 얻지 못했다. 그러나 패션 쇼핑몰은 국내의 경우 양적, 질적 팽창을 해왔으며 여론 보도 자료에 의해 향후 유망한 분야로 인식되고 있다.

참고 자료

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