| abstract |
| Background Online shopping utilization is soaring due to the activation and convenience of non-face-to-face services, and the visual effect and value of the main image that consumers first encounter when visiting online shopping malls, play an important role in consumers' purchases. In this study, we explore the effective direction of the main image by considering the preference according to the expression type of the main image message.
Methods In this study, statistical processing of the collected questionnaire to verify the established hypotheses went through a data coding process. Then, an empirical analysis was conducted using the SPSS (Statistical Package for Social Science) 22.0 Korean version program in the following manner. Frequency analysis and descriptive statistical analysis were performed, and in order to confirm the difference between groups according to the shopping orientation, the difference in recognition, favorability, and participation was confirmed using analysis of variance (ANOVA) and Scheffe’s method as a post-hoc analysis.
Result In the information-providing image, the economic pursuit group showed the highest recognition, and the lowest group was the pleasure-seeking group and trend-seeking group. In the case of the interest-inducing image, on the contrary, the group with the pleasure-type and the trend-seeking tendency was high, and the group with the economic efficiency and the brand-seeking orientation showed low recognition.
Conclusion When creating the main image of an online shopping mall, it is necessary to effectively convey a message based on the shopping orientation of the main target group of the shopping mall, and accordingly, the company's marketing advertisement strategy should be established to maximize the advertisement efficiency |
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| Key Words |
| 온라인 쇼핑, 메인 이미지, 쇼핑 성향, Online Shopping, Main image, Shopping Orientation |
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