A Study on the Effective Promotion Strategy for Increasing Visitors on Internet Fashion Soho Shopping Mall

인터넷 패션소호쇼핑몰의 방문자를 늘리기 위한 효과적인 촉진 전략 연구 - 여대생의 인터넷 쇼핑몰 방문경로분석을 중심으로 -

This study analyzed the effective and suitable promotion method to increase visitors on the internet fashion soho shopping mall by surveying of female university students. The methods were in-depth interviews for 20 students and questionnaires for 363 students. The results indicated that the main routes of visiting the internet fashion shopping mall were keyword search window, banner advertisement window, and open market. Others were price comparison sites, the rank shop, fashion magazines or internet news, information in e-mail, broadcasting sponsor advertisements, name cards, and leaflets. So the effective methods to increase the number of visitors is to implement keyword advertisements, banner advertisements, and enter the open market to expose the brand names and item information. Being on price comparison sites or rank shops, advertisements in the fashion magazines, internet news or e-mail, broadcast sponsorships, and distribution of leaflets or name cards were also effective methods.