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제1장 서론 ···································································1제1절 연구배경 ··············································································1
제2절 연구목적 ··············································································4
제3절 연구구성 ··············································································4
제2장 이론적 배경 및 선행연구에 대한 고찰 ·····························6
제1절 식품구매자들의 일반적 식품 구매 행태 ·········································6
제2절 인터넷 쇼핑몰에서 식품 구매 의도 영향요인 연구 ····························7
제3절 인터넷 쇼핑몰에서 식품 재구매 의도에 관한 연구 ···························10
제4절 오픈마켓 구매영향에 관한 고찰 ·················································11
제3장 연구모형 및 가설설정 ··············································18
제1절 연구모형 ············································································18
제2절 연구가설 ············································································19
제3절 변수의 정의와 측정 ·······························································30
제4장 실증 분석 결과 ·····················································34
제1절 자료의 분석 ···································································34
제2절 변수의 신뢰성 분석 ··························································38
제3절 결과분석 및 가설 검증 ·······················································39
제5장 결론 및 향후 연구과제 ·············································56
제1절 결론 및 요약 ·······································································56
제2절 시사점 및 연구의 한계 ····························································58
참고문헌 ····································································61
부록 ·········································································65
국문초록 ····································································71
Abstract ····································································73
본문내용
제1장 서 론제1절 연구배경
물류신문의 기사(2008.01.28)에 따르면 올해 인터넷 쇼핑몰 업계 시장규모가 약 17조원에 이를 것으로 관측하고 있다. 이 가운데 오픈마켓 규모가 약 9조원으로 52%를 차지, 종합쇼핑몰 규모를 넘어설 것이란 예측마저 나오고 있다. 지난 2003년 약 8000억원으로 전체 인터넷 쇼핑분야의 11%에 불과했던 오픈마켓 비중이 5년여만에 절반 이상으로 늘어난 것이다. 온라인 쇼핑 시장은 전년 동기 대비 25% 성장했다. TV홈쇼핑은 5.7%, 일반 인터넷 쇼핑몰은 13.2%, 인터넷 오픈마켓은 58.3% 성장했다. 이중 상반기 오픈마켓 시장 규모의 경우 약 4조원 규모로, 할인점 1위 신세계이마트의 상반기 매출과 맞먹는 수준에 육박하고 있다.
전자상거래의 발전으로 소비자의 다양한 추구성향, 소비자의 혁신성, 자기실현성, 정보지향성 등의 요구에 즉각 대응이 가능하고 유통채널이 단축되어 보다 저렴한 가격으로 상품구매가 가능해 짐에 따라 재래시장에서 주로 구매가 이루어지던 식품분야에서도 전자상거래가 도입되어 이미 많은 쇼핑몰이 생겨났으나 정보에 대한 신뢰성의 문제, 상품규격의 비 표준화, 배송시스템 구축의 곤란 등의 문제와 가공식품을 제외한 신선식품류의 경우 품질유지의 어려움과 제품 표준화 부족, 각 품목별 구매과정의 상이한 점과 식품업계의 영세성으로 인한 정보화 문제 등이 식품 전자상거래의 걸림돌로 지적되어 있다(박기환, 2007, 재인용).
얼마 전 인터넷 마트사업에서 철수한 인터파크(www.interpark.com)는 국내 최초로 온라인마트를 Launching(출시.出市)하기 위해 On-line Survey, FGD를 수행하였다. 인터넷 식품마트 이용행태 및 비이용 이유에 대한 개선방향을 정량적으로 도출해 내기 위해 온라인 조사를 실시하였고, 만 25-44세 인터넷 쇼핑이용자를 대상으로 2003년 11월 10일-14일까지 조사되었다. FGD를 통해 인터넷 식품마트 이용 및 비이용 이유를 심층적으로 도출하고자 하였고, 만25-39세 주부들을 대상으로 연구가 집중적으로 이루어 졌다.
