인터넷 쇼핑상황에서 경험하는 청소년 소비자 감정에 관한 연구

Abstract

In the tendency that the shopping through internet is gradually increasing, the topic of a study needs not to be limited to a physical store, but to be expanded into internet shopping. Accordingly, this study tries to examine the motivation of using internet shopping and the emotion of experiencing on the internet shopping, targeting adolescent consumers. The purpose of this study is to examine the general trend of the consumer's emotion in case of using internet shopping-mall, the contents related to internet shopping, and the general tendency in the motivation of using shopping mall, and then to look into the significant difference depending on sociodemographic variables. Also, it is aimed to examine the difference in the consumer's emotion depending on sociodemographic variables, and the difference in the consumer's emotion depending on the contents related to internet shopping, and then to grasp the correlation between motivation and emotion in using internet shopping mall. Aiming at the present study, it collected and analyzed materials through questionnaire targeting students in a high school where is located in Jeonnam, and as result of researching, it could be clarified the diversely shopping motivations and emotions in adolescent consumers. The motivation of using internet shopping was largely divided into information motivation, entertainment motivation, and purchase motivation, and the emotion was classified into happiness·sense of achievement, reliance·sense of safety, expectation·sense of excitement, disappointment·sense of unpleasantness, unexpectation·sense of novelty, sense of uneasiness, and attachment. It was clarified to be indicated high correlation between motivation and emotion in using internet shopping. This study is aimed to have its significance as arranging for the opportunity that more broadly understands motivation and emotion in using internet shopping in adolescent consumers, by analyzing with focusing on emotion and motivation in experiencing internet shopping.