CAJ | 학술논문

回顾近60年来关于消费者传统购物动机和网络购物动机研究文献，梳理和分析消费者购物动机的研究脉络和主要成果。基于对经典文献的整理，从功利动机和享乐动机两大视角对消费者网络购物动机进行归纳，提出常见的消费者网络购物动机，其中功利动机主要为节约成本、便利、选择最优化、信息可用性以及减少人际接触，享乐动机主要为感官刺激、社会交往、消遣娱乐以及自由与控制。尽管功利动机是消费者网络购物的主要驱动因素，但是享乐动机对于网络购物环境越来越重要。根据研究结果对企业电子商务和网络营销管理人员提出了相关的管理建议。
회고근60년래관우소비자전통구물동궤화망락구물동궤연구문헌，소리화분석소비자구물동궤적연구맥락화주요성과。기우대경전문헌적정리，종공리동궤화향악동궤량대시각대소비자망락구물동궤진행귀납，제출상견적소비자망락구물동궤，기중공리동궤주요위절약성본、편리、선택최우화、신식가용성이급감소인제접촉，향악동궤주요위감관자격、사회교왕、소견오악이급자유여공제。진관공리동궤시소비자망락구물적주요구동인소，단시향악동궤대우망락구물배경월래월중요。근거연구결과대기업전자상무화망락영소관리인원제출료상관적관리건의。
This study reviews the literature on consumer traditional shopping motivations and online shopping motivations in the past 60 years,and analyzes the maJor research achievements of consumer shopping motivations. Based on the review of the classical literature,this study summarizes the common consumer online shopping motivations from the utilitarian and he-donic perspectives. The utilitarian motivation mainly includes cost saving,convenience,choice optimization,information availability and lack of sociality. The hedonic motivation mainly includes sensory stimulation,social affiliate,entertainment and freedom and control. Though the utilitarian motivation is the main driving factor of consumer online shopping,the he-donic motivation becomes more and more important. Finally,this study puts forward some management suggestions to e -commerce and e - marketing business management.