Abstract
A Study on the Influence of Electronic commerce on the Marketing Communication in the Viewpoint of Feminism
Park, Kwang-Sook
Major in Advertising & Public Relations
Graduate School of Mass Communication
Chung-Ang University
This study is related to the Cyber space or in communication Communication, which is the path of up-to-date information and the new place of power. Specifically at this point of time when woman s participation becomes an issue, this study examines how is actually the position of woman as the user composed and positioned by social order and factors surrounding this issue.
In order to answer this question, this research investigated the ratio of decision making process in domestic Internet shopping mall sites and how much will people rely on the Cyber-market in the future. That is, this study estimated "how much will consumer rely on the internet commerce in decision making" on the basis of the rate of participation in related sites, and the results are as follows.
The younger use the PC Communication more than the older. A great majority using the Communication in 30s and 40s is male until now, but male is 67%, and female is 33% in 20s, and male is 56% and female is 44% in teenager. Therefore, if it is passing by 10- 20 years, these 10s and 20s will become 30s and 40s who is the main body of economic activities, and in the 21th century, the sexual gap will be disappear in the Communication population making use of computer and the population of economic activity making use of EC.
Furthermore, considering the fact that the 50% of people making use of computer is 20s, the growth of juveniles called "the N generation" generally using computer, and the propensity of economic pattern, the increment of the usage of computer in daily life will be deepening in the 21th century.
The 10s and 20s is the main body of using the Communication at present, in ten years later, however, these will be spread out in the total population. Also if the familiarity to computer is accelerated, it is estimated that the economic participation of female will increase.
The technical condition is insufficient until now, but if it has regard to the possibility and the speed of technical development, and the familiarity and facility of access are maintained, the frequency of use of EC will incr ease adequately. The reason why such a situation occur is that consumer making use of the EC shops at relatively low cost, the participation of female will be relatively conspicuous because of the increase of the speed of network.
Therefore, being predicted in various fields, even special housewife will belong to the actual working population in the coming period. Additionally, the equality of the sexes appearing in not only Cyber-market PR and Cyber-shopping mall suitable to the female, but also Cyber banking, Cyber security, Cyber trade, Cyber insurance, and every fields seems that the direct participation of female in the social decision making is possible, and therefore we expect that she will become the main body of economy independently. This transaction will contribute toward ensuring the position of female.
Additionally this labor change that is different from the change in the existing labor market will cause not only the market form, but also the substructure to change, and this means that the labor change will becomes the pivot of sales change in company that control the destiny of company. Accordingly, the extension of employment and the direct part icipation in decision making process caused by the change of labor form that pass current in the labor market will become a import ant standard that decide "how and where will the female be positioned in the future?".
Actually consumer involve oneself in and have a influence upon the decision of price level in Cyber auction. In the field of Cyber security, for examples, 200 securities firms are doing a flour ishing business, and it is 37% of individual stock deal in U.S. Thus, reflecting this situation, the existing securities firms establish the Cyber affiliated company, and the sales of the Cyber trading fields continue to grow tremendously.
The scope of the Cyber security transaction in Korea have increased, 2.25 billions won in 1998 and 17.58 billions won until July in 1999 a 682% increase in comparison to 98, and the Cyber security transaction is 35% of total security transaction.
It is also expected that the Cyber insurance market is expanded continuously, therefore the role of housewives of housekeeper are changed tremendously.
Accordingly, the firms that want to use EC need to change the method of access to customer, and accept the change of consumption pattern of consumer through the changed network marketing or sales system such as the EC in Cyberspace.
Taking into consideration the background of proliferation of EC, the commercial transaction activities making use of the computer network have been driven as various form since past. But the EC is restricted to the letter and figure information within the Online shopping using PC Communication, ATM Automated Teller Machine, EDI, and network. On this situation, according to the explosive proliferation of Internet of opening form network and the rapid development of information technique such as the multimedia and communication technique, the EC enter on the turning point. As communicating the multimedia information using verbal and visual information in two-ways and real time, the commercial transaction targeting for unspecific general consumers is easy, and the technique for electronic settlement like encoding and electronic money is arrived at complete stage. Therefore, the firms begin to make use of a product advertising, PR, and information providing through Internet.
On the other side, because using computer like operating machine was not a feminine activity but a masculine, the Cyberspace has been neglected space to female for a long time despite of rapid proliferation. However, the number of female netizen increase rapidly, so the ratio of male and female in Cyberspace seem to be same.
On the basis of the results of survey that IM Research carried out, the Internet usage ratio of female was 20.1%, and this figure was 4% higher than former year. Among the shopping mall user, the female was 27%, and among female user, those who were interest in the Internet advertising was 44.1%. And according to the PC Communication industry, the ratio of male and female PC Communication members was 8 : 2 two or three years ago, but it was in the ratio of 7 : 3 this year. Especially, the component ratio was 5 : 5 in new member.
Considering the fact that as the age of the Communication user is young, the component ratio between male and female is balanced, it is expected that the role of female in Cyberspace will increase.
In addition, the number of e-woman, that is a female using Internet increase, so that the service for female user comes into being. The Microsoft have provided woman with various product like finance, insurance, hosing loan, and office supplies, and began to develop a new service in connection with female consumer network. Such female exclusive web sites as www.ivillage.com, www.women.com, www.cybergirl.com, www.chickclick.com, and www.girl.com have expanded business program according to the increase of e-woman. In Korea, the Hitel have managed the same taste club like the same taste club of housewife and the heaven of feminist, in order to attract more female user, and opened the conversation room for only woman after identifying the ID number. It also opened such IP services specific to woman as cooking, interior design, medical clinic, child care, employment, and information for inaugurating enterprise. The Unitel have also provided such services specific to woman as go sarang, go nomomey, and go pum.
Additionally, the first webzine for woman www.lulu.co.kr is opened in Korea, so that a full-scale e-woman period has been started. And considering the fact that the ratio of sexes in Cyber elementary school opened recently and activity of N generation in Cyberspace is same between male and female, it has a bright prospect. Accordingly, the positive participation of female in Cyberspace will be a shortcut to improvement of woman s social standing.
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