Abstract

Study of The Consumer Behavior in Internet Shopping Mall.

Kim, Young-chan, Ph. D.
Associate Professor, School of Business, Yonsei University

Park, Seong-yeon, Ph. D.
Associate Professor, Division of Business Administration, Ewha Womans Univerity

Kim, Ji Yeon
Yonsei University, School of Business

As a competition of the internet shopping mall is getting worse, the manager of the internet shopping mall has to know about the internet shoppers. To know about the internet shoppers is an important and difficult task. The purpose of this paper is to examine the difference among the internet shoppers in terms of the importance of the attributes of the internet shopping mall. I have chosen twenty seven attributes of the internet shopping mall categorized by eight and used self-explicated method to estimate part-worth which represents an importance of each attribute. Self-explicated method can evaluate consumer's importance and desirability together and give better understanding about consumer's behavior. This paper tries to reveal the importance of attributes to the internet shopping mall and the finding can help managers understanding their consumer better.

Key Word : internet shopping, purchase behavior, consumer value, self-explicated method, part-worth