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AHP분석을 활용한 소셜커머스 뷰티제품 이용자들의 쇼핑가치 우선순위변화 분석
A Study on the Changes in the Priority of Shopping Value of Social Commerce Beauty Products Using AHP Analysis

첫 페이지 보기
  • 발행기관
    한국정보기술응용학회 바로가기
  • 간행물
    JITAM 바로가기
  • 통권
    Vol.29 No.3 (2022.06)바로가기
  • 페이지
    pp.1-23
  • 저자
    조남재, 이종환
  • 언어
    한국어(KOR)
  • URL
    https://www.earticle.net/Article/A416010

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원문정보

초록

영어
This study is about the change in the importance of shopping value for beauty products of social commerce due to the social crisis or risk caused by COVID-19. It was analyzed focusing on whether the importance of shopping value changed before and after COVID-19. We checked the importance of shopping value after COVID-19 through the AHP results of previous papers before COVID-19, and analyzed the importance by adding variables of risk reduction behavior and delivery convenience according to the situation of COVID-19. The AHP method was used to check the change in the importance of shopping value before and after COVID-19, and the study was conducted using 48 data. The results were as follows. As for the importance of shopping value of social commerce beauty products, it was ranked in the order of time convenience, convenience of delivery, third-ranked trust business operators, fourth-ranked economic aspects, fifth-ranked decision support, sixth-ranked risk reduction behavior, and seventh-ranked business reputation. Compared to previous studies, decision-making support, which was in the second place, fell to the fifth place. This result was confirmed to be a drop in ranking due to the improvement of delivery convenience due to the influence of COVID-19. In addition, in the case of beauty products, it was confirmed that risk reduction behavior related to COVID-19 infection is not a key factor in shopping value. These results confirmed changes in the importance of shopping value compared to pre-COVID-19 studies, and in the case of product groups other than beauty products, further studies are expected as there is a possibility of other results.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 소셜 커머스
2.2 뷰티 산업
2.3 쇼핑 가치
3. 연구 방법론
3.1 AHP(Analytic Hierrarchy Process, 계층화 분석법)
3.2 조사설계
4. 분석 결과
4.1 연구 표본 분석
4.2 AHP기법 이용한 상대적 중요도 평가 방법
4.3 최상위 계층(계층 1) 우선순위 분석 결과
4.4 하위 계층 분석 결과
5. 결론
References

키워드

Social Commerce Shopping Value COVID-19 AHP

저자

  • 조남재 [ Nam Jae Cho | Professor, Hanyang University, Business School ] First Author
  • 이종환 [ Jong Hwan Lee | PhD. Candidate. Business School, Hanyang University ] Corresponding Author

참고문헌

자료제공 : 네이버학술정보

간행물 정보

발행기관

  • 발행기관명
    한국정보기술응용학회 [The Korea Society of Information Technology Applications]
  • 설립연도
    1999
  • 분야
    사회과학>경영학
  • 소개
    본 학회는 정보기술 관련 분야의 연구 및 교류를 촉진하여 국가 및 기업정보화 발전에 공헌함을 그 목적으로 한다.

간행물

  • 간행물명
    JITAM [Journal of Information Technology Applications and Management]
  • 간기
    격월간
  • pISSN
    1598-6284
  • eISSN
    2508-1209
  • 수록기간
    1999~2026
  • 십진분류
    KDC 005 DDC 005

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