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Vol.20, No.2, 59 ~ 73, 2017
Title
Consumer Response Change According to the Level of Personalization of Internet Shopping Mall
 
Abstract
In the flood of information, many consumers want to choose the style that is suitable for their sensibility, which is usefulness and need for personalized services have been steadily increasing. This study made a video of personalized internet shopping mall and then university students (N=170) who have been using the internet shopping mall were asked to experience this and the change in consumer response was measured. According to level of personalization, this study found difference of web-site evaluation, satisfaction/internet behavior and quality evaluations of products. With regard to preferred types of internet shopping malls and the number of access, the difference was investigated. The results are as follows. First, subjects who experienced internet shopping mall of active personalization showed higher level of active personalization. Level of passive personalization differed depending on preferred types of internet shopping malls, for example, people who prefer online apparel shopping mall were low but people who prefer complex big shopping mall and social commerce were high. Second, after experiencing internet shopping mall of active personalization, satisfaction/internet behavior and quality evaluations of products did not change but passive personalization decreased and active personalization and web-site evaluation increased. Third, the number of access to internet shopping mall positively correlated with satisfaction/internet behavior and web-site evaluation, on the other hand, active personalization negatively correlated with satisfaction/ internet behavior and web-site evaluation.
Key Words
Personalization, Internet Shopping Mall, Evaluation of Web-site, Evaluation of Product Quality, Consumer Satisfaction, 개인화, 인터넷 쇼핑몰, 웹사이트 평가, 제품 품질 평가, 소비자만족
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