| Abstract |
| Today, as the development of wireless internet access and the rapid progress of globalization, consumers moved toward a more rational consumption that is to make choices depending on the circumstances based on rich information rather than standardized and repetitive consumptions. In these circumstances, consumers pursue a variety of values. The specific purposes of this study are 1) to subdivide consumer groups based on the value of online shopping, 2) to find out the differences in online word of mouth among online shopping value groups, and 3) to find out the differences of online purchase behavior among online shopping value groups. The study distributed 312 questionnaires, and 308 questionnaires were used for the final analysis. The statistical analysis used for the study were cluster analysis, factor analysis, ANOVA, Scheffe test, and Cross tabulation analysis.
The research findings of this study can be summarized as follows. Firstly, the result of consumer subdivision based on online shopping value, it is divided into ambivalent value group, hedonic value group, utilitarian value group, indifferent group. Secondly, in regard to word of mouth communication, the ambivalent value group showed the highest delivery and acceptance of online word of mouth, followed by the consumers of hedonic value group. Thirdly, there were differences among the groups in regard to online purchase behavior. Ambivalent value group used open market or internet private sites, visited shopping malls almost every day, and purchased fashion products two or three times per month. |
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| Key Words |
| 양면적 가치, 쾌락적 가치, 실용적 가치, 온라인 구전, 온라인 구매실태, Ambivalent value, hedonic value, utilitarian value, online Word-of-Mouth, purchase behavior |
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