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KMID : 0974620030210020551
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Bulletin of Dongnam Health University
2003 Volume.21 No. 2 p.551 ~ p.559
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A Study on Consumers’ Evaluation Attributes and Advertising Types in Online Book Stores
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Kim Yong-Jae
Park Seung-Bae
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Abstract
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The purpose of this study is to investigate consumers’ evaluation attributes and advertising types according to the online market entry types(pure online type and offline-based online type) centering on online book stores. 164 college and graduate students were sampled for this study. This research was analyzed by ANOVA with SPSSWIN 10.0. The results show differences between pure online book store and offline-based one. Internet users evaluate functional attributes like price, distribution system, and security system more important in online book store, while symbolic attributes like brand reputation, book information, and assortment important in offline-based online book store. Also, according to the results of this study, image advertising is more important than information advertising for internet users in both types of book stores. Strategic implication and issues for further study are discussed based on these results.
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KEYWORD
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