Abstract
This study investigated adolescents' shopping orientation and price perception according to socio statistics and their experience of internet shopping mall. We distributed the questionnaire to 411 high school students in near Seoul. In the order of high shopping orientation, they showed 'compare products', 'enjoy as leisure', 'shop loyalty', 'discount shopping', and 'brand shopping' orientation. In the order of high price perception, they showed 'economic', 'value', 'brand-quality', and 'price knowledge'. The higher in 'shop loyalty', 'enjoy as leisure' in the shopping orientation, the higher in the price concept of 'price knowledge'. Adolescents who have experience to shopping through internet shopping mall, have the higher enjoy as leisure, shop loyalty, compare products' in shopping orientation, and the higher 'economic, price knowledge' in price perception than those who have not. Socio-statistics parameters are found to affect adolescents' shopping orientation and price perception. Adolescents had average scores in 'shop loyalty', while they had high scores in 'compare products'. Thus, in order to have superior position in adolescent's market, detailed product specification and information are necessary to enhance their shop loyalty. Adolescents thought the price was economical, and they had less concept in 'price knowledge' due to their position. Unlike adults, adolescent's gender does not have effects on their 'economic concept. Male students also had high scores in 'economic concept' as much as female students did.
