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NTIS 바로가기한국산학기술학회논문지 = Journal of the Korea Academia-Industrial cooperation Society, v.14 no.12, 2013년, pp.6133 - 6145
한수진 (호서대학교 경영학과) , 김유정 (호서대학교 창업학부) , 강소라 (호서대학교 창업학부)
With the increasing number of online wine stores, customers are increasingly seeking to purchase wine online. On the other hand, purchasing wine online is prohibited by law or regulation in Korea. Therefore, customers mainly search for wine information, inquire about wine products, and make a pre-pu...
핵심어 | 질문 | 논문에서 추출한 답변 |
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와인 구매 장소는 어떤 속성을 통하여 선택하는가? | 한편, 외국과는 달리 민속주나 전통주를 제외하고는 인터넷을 통한 주류 판매가 금지되어 있으나, 와인 관련 사이트나 블로그등이 급속하게 성장하고 있어, 직접적인 구매는 이루어지지는 않지만, 간접적인 형태로의 구매 정보를 제공하고 있다[4]. 와인 구매 장소는 소매점의 장소, 가격, 특별 브랜드의 보유 여부, 와인에 대한 직원의 풍부한 지식, 재고 등의 속성을 통하여 선택하여, 다른 일반적인 제품이나 상품을 선택할 때 보다 더욱 다양한 속성을 토대로 와인 구매결정이 이루어지고 있다[2,3]. | |
인터넷을 통한 상거래의 장점은? | 인터넷을 통한 상거래는 구매 편리성, 소비시간의 경제성, 다양한 제품의 검색가능성 등의 장점을 가지고 있어, 그 전파 속도는 생각보다 빠르다. 이뿐만 아니라, 소비자가 판매자를 적극적으로 찾아 나서고, 자신들이 원하는 시간에 훨씬 더 유리한 조건으로 공급자와 거래 할 수 있는 등 전통적인 시장과는 다른 특징으로 고객을 유인하고 있다[1]. | |
소비자의 지각된 가치에 기존 연구는 어떤 흐름을 가지고 있는가? | 소비자의 지각된 가치에 기존 연구들은 다음 두 가지 흐름을 가지고 있다. 첫째, 지각된 가치의 다차원적 특성을 구체적으로 파악하고 있다. 즉, 초기 지각된 가치는 가격대비 품질의 가치를 강조하다가 제품 및 서비스의 다차원적인 가치로 확장되고 있다. 둘째, 연구배경(context)의 다양화이다. 전자상거래, 모바일 메신저, TV홈쇼핑 등의 제품과 서비스를 접하게 되는 연구 영역의 다양화이다[13-15]. 이러한 연구들은 매체의 특성이 제품이나 서비스의 가치에 영향을 미칠 것이라 예측하기 때문이다. |
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