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An Empirical Study on the Weight of Purchasing Factors?according the Purchasing Style Using the AHP

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2005, 10(5), pp.257-268
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science

Kim, Shin Joong 1

1대진대학교

Candidate

ABSTRACT

The primary research objective of this study is to evaluate a weight of purchase decision making factors according to the purchasing style. In this study, the purchasing style is classified into two categories-online shopping and offline shopping group. This study adopts the AHP method to calculate a weight of factors. For this purpose, 22 purchasing factors which affect on consumer purchasing decision making are classified into four factors - a product related factor, a convenience related factor, a purchasing risk related factor and a shopping enjoyment related factor. In this study, the weights of purchasing factors are evaluated according to 1)the purchasing style-online and offline purchasing group, 2)the frequency of online shopping-high and low group, 3)the media used for online shopping-the TV home shopping and Internet home shopping group. The result shows that there are difference the weight of factors according to the purchasing style.

Citation status

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