Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
권호 표지

A CRM Strategy of Internet Shopping Mall: Focused on a Classification of Online Consumer Group by Buying Frequency and Mall Loyalty

인터넷 쇼핑몰의 고객관리 방안에 관한 연구 - 온라인 구매빈도와 쇼핑몰 로열티에 의한 고객세분화를 중심으로 -

  • 박철 (고려대학교 경영정보학과) ;
  • 전종근 (동의대학교 인터넷비즈니스학과)
  • Published : 2002.12.01
Download PDF
⟨ Previous Next ⟩

Abstract

Online consumers were classified four groups by online buying frequency and shopping mall loyalty in this study; high frequency-high loyalty, high frequency-low loyalty, low frequency-high loyalty, and low frequency-low loyalty groups. Four groups were compared by Internet usage, flow experience, innovativeness, perceived risks of Internet shopping, Internet shopping behaviors, and demographics. Through an online survey of 396 Internet shoppers, there found significant differences of those variables among four groups. The implications for customer relationship management of Internet shopping mall are discussed and further researches are suggested.

Keywords