한국산업정보학회논문지 (Journal of Korea Society of Industrial Information Systems)

한국산업정보학회 (Korea Society of Industrial Information Systems)
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제품 비교 웹서비스의 고객 검색 패턴에 대한 연구

Human Search Patterns on Product Comparison Service

  • 이홍희 (단국대학교 상경대학 경영학부 경영학) ;
  • 이충권 (계명대학교 경영대학 경영정보학과) ;
  • 유상진 (계명대학교 경영대학 경영정보학과)
  • 발행 : 2009.09.30
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초록

기업이 매출을 신장하고 자신의 웹싸이트에 접속하는 고객들의 재방문 횟수를 늘리기 위하여, 고객이 원하는 제품정보를 효과적으로 전달해야 하는 필요성이 대두되고 있다. 그러므로, 웹싸이트상의 올바른 제품정보 배치에 대한 중요성은 강조되어야 한다. 이 논문에서는, 제품 비교 서비스에서 정보 배치의 형태에 따라 고객의 정보검색 패턴이 어떻게 바뀌는지를 연구하였다. 분석결과로 제품 비교 웹서비스의 수직적 배치 형태에서는 사람들은 특성 정보 경로를 따르는 경향을 보였으며, 수평적 배치 형태에서는 제품 정보 경로를 따르는 경향을 보였다.

It is important for firms to help customers find the products or information they need in order to increase sales and promote return visits to their websites. Hence, the presentation of product information is very important in e-commerce websites. In this research, we study how disposition styles can influence browsing patterns. The test results show that people are inclined to use feature information paths in the vertical disposition style and product information paths in the horizontal disposition style. With vertical disposition, users are more likely to follow feature information paths which may help them focus on comparisons across products.

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참고문헌

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