라이프 스타일에 따른 인터넷구매 인식수준 및 구매태도에 관한

Abstract

The internet business sharply becomes activated along with the recent rapid increasing of Internet Using. The biggest reason which the business through the internet makes activated is which the customer is easily acquired without the time and space restriction, and every charge and expense under the commercial business transaction can be largely reduced, and also it has appeared as the new market which overcomes the time and space restriction owned by the traditional market and unites the whole world beyond the concept of border.

Therefore, the purpose of this study is to examine the characteristics as like the life style, attitude and character of consumers based on the internet business formed by the environmental and psychological factors upon the Demographical characteristics, to understand the recognition standard toward the internet purchasing of University Students in Busan, Korea, to analyse the peculiar life style of consumers who purchase the products through the internet upon its type, and then to clarify which the group upon the type of each life style has any effect upon each purchasing attitude, and also to subdivide the market based on it, and thus to establish the marketing strategy upon the analysis results.

In this study, I would like to analyze the recognition and purchasing attitude of consumers toward the internet business upon the type of life style of University Students in Busan, Korea empirically.

Also, I kept pace with the theoretical study and the empirical study in order to analyse the recognition and purchasing attitude of consumer toward the internet business upon the life style.

At first, I executed the theoretical and document consideration with regard to the concept and the characteristics of life style. Through the document study, I arranged the life style , concept and purchasing attitude of consumer's behavior, the purchasing course of consumer through the internet business, the concept of internet business, the development and problems of internet business and the cyber marketing constituents of internet business and empirically analysed the relationship per the constituents upon the type of life style of University Students in Busan, Korea.

In the empirical study, I collected the data by use of the questionnaire method based on AIO Analysis, centering around the university students located at Busan, Korea.

The frequency analysis was made by use of SPSS for win10.0 in order to check the characteristics of sample and then the factor analysis to examine the propriety of each variable.

Then, the cluster analysis was carried out not only to classify the type of life style by use of factorial discretion extracted from the factor analysis but also to find out any difference in the attitude of consumers toward the internet purchasing upon the characteristics of each group by the type of life style. Also the ANOVA(Analysis of variance) was carried out in order to examine the differences in the purchasing attitude upon Demographics.

The Results of this analysis are as shown in the followings.

Firstly, as the results of understanding the recognition standard and the actual using conditions of university students in Busan, Korea toward the purchasing

attitude through the internet, 310 persons which is 70.2% of the replier 440 persons answered which they have the experience to purchase the goods through the internet and thus it is investigated which many students have actually purchased the goods through the internet.

Secondly, I intended to classify the type of life style of university students in Busan, Korea through AIO variables used in the study of life style, centering around the university students in Busan, Korea.

As its results, the university students were subdivided into 4 life style groups, and the first group was named as the Rational Self-Pursuit Type, the second group as the introspective self-centering type, the third group as the conservative activities type and the fourth group as the positive dignity-keeping type.

Thirdly, as the results of clarifying which there is any difference in the purchasing attitude through the internet upon the group of each life style type, the purchasing attitude statistically showed the significant difference in every item upon the life style.

Fourthly, as the result of executing the ANOVA in order to clarify which the purchasing attitude toward the internet business has any difference in the Demographic variables, it showed the significant difference about the searching course on the internet, but it appeared which there is no significant difference in other items.

Through the above-mentioned results of study, the university students have the characteristic life style and it can be known which they show the different purchasing attitude upon the life style.

This study has supplied the effective standard to clarify the consumer of target market on subdividing the purchasing market through the internet, and systematically classified and suggested the preference upon the concrete characteristics of target consumer which becomes the target market, and thus when the market mix for reaching the target group very effectively is decided, this study will offer the valuable information.