Consumer Classification and the Group Characteristics By Satisfaction/Dissatisfaction with Electronic Commerce

Original Article

Journal of the Korean Home Economics Association 2000;38(12):85-99.

소비자만족 / 불만족을 통해 본 전자상거래 소비자의 유형과 특성

김기옥, 유현정

성균관대학교 가족경영, 소비자학과, 성균관대학교 가족경영, 소비자학과

Consumer Classification and the Group Characteristics By Satisfaction/Dissatisfaction with Electronic Commerce

김기옥, 유현정

ABSTRACT

The purpose of this study was to classify consumers barred on satisfaction with electronic commerce and to understand group differences in personal and behavioral characteristics. An on-line survey among hitel users was conducted from August 5th through 14th of 1999 and 678 replies were analyzed. This study identified four groups of consumers based on satisfaction with electronic commerce. They were 'the generally satisfied'. 'the generally dissatisfied', 'the satisfied with e-commerce while dissatisfied with the Internet', and 'the dissatisfied with e-commerce while satisfied with the Internet'. Demographic and behavioral characteristics of the four groups were significantly different. Implications on consumer education, consumer policy, and customer services of e-business were discussed.