[마케팅원론] 가격비교 인터넷 사이트가 소비자 행동에 미치는 영향(영문)

[마케팅원론] 가격비교 인터넷 사이트가 소비자 행동에 미치는 영향(영문)-3

[마케팅원론] 가격비교 인터넷 사이트가 소비자 행동에 미치는 영향(영문)-4

[마케팅원론] 가격비교 인터넷 사이트가 소비자 행동에 미치는 영향(영문)-5

[마케팅원론] 가격비교 인터넷 사이트가 소비자 행동에 미치는 영향(영문)-6

[마케팅원론] 가격비교 인터넷 사이트가 소비자 행동에 미치는 영향(영문)-7

[마케팅원론] 가격비교 인터넷 사이트가 소비자 행동에 미치는 영향(영문)-8

[마케팅원론] 가격비교 인터넷 사이트가 소비자 행동에 미치는 영향(영문)-9

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레포트 > 경제경영계열
2011.03.23
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자료 다운로드 네이버 로그인

인터넷마케팅(INTERNET MARKETING)에 대해서

[패션마케팅] 인터넷 쇼핑몰의 분석과 발전 전망

[경영학] 다음다이렉트와 동부화재의 경영 전략 비교

[마케팅원론] 유통환경

[마케팅] 미샤의 마케팅 전략

[졸업][소비자학] 가격정보사이트(다나와) 사용 여부에 대한 소비자의 특성과 만족도에 대한 연구

옥션, 이베이, 인터파크 온라인쇼핑몰의 성공경영전략완벽분석

[인터넷마케팅] G마켓 분석

[인터넷마케팅] [인터넷마케팅]국내 의류패션 인터넷쇼핑몰의 현황과 전망 및 향후 발전방향(A+리포트)

소개글

[마케팅원론] 가격비교 인터넷 사이트가 소비자 행동에 미치는 영향(영문)에 대한 자료입니다.

1. Introduction
2. Theoretical background and formulation of hypothesis
3. Experimental test with a mobile price comparison site
4. Hypotheses testing and experimental results
5. Discussion

본문내용

The result of the ANOVA was contrary to hypothesis H2d ‘If consumers are confronted on the MPC site with lower reference prices for identical products than the prices in the shop they are in, then their objections to making the purchase in that shop are stronger’. Although there was the tendency of the group means pointing to the supposed direction, the difference were not large enough for statistical significance.
However, asking that consumers develop an increased willingness to buy in MPC site when they are shown better prices is still an important thing.
So, we conducted sing item analysis, and the results of the ANOVA for the item ‘Having done a mobile price comparison, I am now going to order the product from the Internet using a PC?’ is also concluded that there are no significant results.
But the 2nd item ‘I would rather buy the product from the mobile Internet than in the shop’ was concluded that there was significant mean difference. As you can see the table, the conclusion verified the difference between the cheap and expensive groups. But others were not.
Therefore, we can conclude that consumers’ intention to buy a product in an on-line shop grows, as prices there become more advantageous.

According to the survey of previous case, the price advantages of on-line drive consumers to buy on-line. But the general tendency indicates that consumers like off-line shopping than on-line. The commonest reason of that is consumers like to actually experience the products. And service was almost common as the experience. Security and excessive on-line prices go after that.

For verifying hypothesis H2e, ‘If consumers are confronted on the MPC site with lower reference prices for identical products than the prices in the shop they are in, then they are more willing to find other sources for buying’, the paper carried out Welch’s F test. And it revealed no significant group mean difference.
To check this result, the item ‘Before I decided whether to buy the product, I would look in some other shops to compare prices’ was conducted. And, it yielded non-significant result. However, the item ‘I would only feel happy about buying the product here if I could first check how much it cost in other shops’ was significant. For Games’ and Howell’s test, there are significant differences between the cheap and expensive groups. But others are not.
So we can conclude against a falsification of our hypothesis H2e.
Consumers are inclined

#마케팅원론 #소비자 #가격비교 #사이트 #인터넷

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