문화와 쇼핑가치가 온라인쇼핑몰 속성평가에 미치는 영향: 한국과 영국의 비교를 중심으로

Abstract

Online consumer groups were classified four groups by two dimensions(utilitarian/ hedonic value): low utilitarian and low hedonic, low utilitarian and high hedonic, high utilitarian and low hedonic and high utilitarian and high hedonic. Data were collected by means of questionnaire distributed to online shopper in Korea and UK. The final sample size was 792 (Kor: 387, UK: 405). This study uses an oneway ANOVA, and 2-way ANOVA analyze the online shopping value groups and culture value effect on evaluation of shopping-site attributes. There found significant difference evaluation on importance of site attributes among four online consumer groups in two countries. But no significant difference importance of site attributes between online consumer groups and two countries. The marketing implications of the study were discussed and further researches were suggested.