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NTIS 바로가기디지털융복합연구 = Journal of digital convergence, v.18 no.4, 2020년, pp.137 - 148
While the diversity of consumer choices due to the increased information in the digital age is positive, there are also many problems with the information overload. There are even situations in which consumers can not make the best choices under the weight of information. The purpose of this study i...
핵심어 | 질문 | 논문에서 추출한 답변 |
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온라인 쇼핑은 무엇인가? | 온라인 쇼핑은 인터넷이나 스마트폰 등의 네트워크를 이용하여 웹사이트로 구성된 온라인 쇼핑몰에서 재화나 용역을 거래하는 구매 행위이다. Bakos[4]는 온라인 쇼 핑 시스템은 판매자와 구매자가 가격과 제품에 대한 정보를 교환하고 거래할 수 있게 하는 상호적인 정보시스템이라 하였고, Hoffman & Novak[5]은 온라인 쇼핑 과정에서 제품에 관한 광고와 전시가 이루어지고 상품에 대한 가격이나 구조, 특성들에 관한 자료를 제공하며 웹 페이지를 이용하여 멀티미디어 정보와 상품에 대한 정보를 같이 제공하는 온라인 상점 집합으로 정의하고 있다. | |
과잉성숙(hyper-maturity)시장의 문제점은 무엇인가? | 그렇지만 인터넷상에서는 제시 되는 제품의 대안과 속성에 대한 정보가 많아지므로 선 택에 따른 만족과 확신이 감소하고 기억오류가 크게 나 타날 수도 있다. 이렇듯 소비자의 선택권이 커진 시장을 과잉성숙(hyper-maturity)시장이라 하는데, 이 시장에 서는 소비자들은 증가하는 대안들로 인해서 고충과 혼란 을 겪을 수 있다. 지나치게 많은 선택 대안이 소비자의 혼란을 가중시켜 오히려 제품 선택을 어렵게 할 수도 있 다[3]. | |
Sheena & Mark[2]가 유사제품의 종류를 줄여야 한다고 주장한 이유는 무엇인가? | Sheena & Mark[2]는 소비 자가 제품의 선택을 용이하게 하려면 유사제품의 종류를 줄여야 한다고 주장하기도 한다. 그 이유는 소비자들이 선택과정에서 포기해야 하는 다른 기회에 대한 부담감과 선택의 실패에 따른 두려움 때문이라고 설명하였다. |
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