earticle

영어

The study intended to investigate mutual relationship between variables and main cause. To this end, theauthor analyzed difference in influences of internet shopping mall attribute on consumer behavior accordingto shopping trend of consumer for cosmetics. As the results of study, it could be known that there wasdifference in influences of internet shopping mall attribute on consumer behavior such as satisfaction androyalty according to shopping trend of consumer for cosmetics. Accordingly, to encourage profit increaseof shopping mall through securing regular customer, it would be necessary to establish segmentedmarketing strategy fit to each market by segmenting market based on shopping trend of consumer ratherthan random marketing strategy for unspecified number of the general public, in order to boost the profitsof shopping malls by attracting loyal customers. Also, it is necessary to set marketing strategies that fit thecharacteristics of shopping malls by establishing relationships with customers. Such study would contributeto comprehensively investigating influences on behavior of consumer for cosmetics on internet, andestablishing differentiated marketing strategy which should be intensely made in internet shopping mall forcontinuously securing regular customer.