CAJ | 학술논문

该研究关注在大学生中日益普遍的网络购物现象。采用焦点团体访谈以及问卷调查的方式,获得了大学生网络购物的现实状况,通过因子分析,将大学生网络购物动机归纳为交际/娱乐动机、求便动机、权力动机、兼顾动机、成功动机以及独特/新奇动机。通过聚类分析,将调查的参与网络购物的大学生群体进一步细分为追求自我掌控、看重成功体验类型;追求互动亲和、看重省时便利类型;以及追求独特新奇、看重并行工作类型。从研究的结果来看,大学生的网络购物动机既体现了普通消费者的消费动机,又凸显了后现代社会、数字化时代青年学生的独特文化特征。
해연구관주재대학생중일익보편적망락구물현상。채용초점단체방담이급문권조사적방식,획득료대학생망락구물적현실상황,통과인자분석,장대학생망락구물동궤귀납위교제/오악동궤、구편동궤、권력동궤、겸고동궤、성공동궤이급독특/신기동궤。통과취류분석,장조사적삼여망락구물적대학생군체진일보세분위추구자아장공、간중성공체험류형;추구호동친화、간중성시편리류형;이급추구독특신기、간중병행공작류형。종연구적결과래간,대학생적망락구물동궤기체현료보통소비자적소비동궤,우철현료후현대사회、수자화시대청년학생적독특문화특정。
This research explored the motivations underlying the university students’ online shopping.Using focus group interview and survey,the study described the current situation of the university students’ online shopping.Through quantitative analysis,this research found 6 motivations of students’ online shopping.They are communication/ entertainment,convenience,power,parallel,achievement and uniqueness/novelty motive.Finally,the study divided the students into 3 clusters： students of pursuit of power and achievement,students of pursuit of communication and convenience,students of pursuit of uniqueness/novelty and parallel.Although some of the motivations of students’ online shopping are same as the general consumers,they have shown many distinguishing characteristics of youth in postmodern and digital age.