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Q Analyses of the Structure of Internet Bookstore Users' Subjectivity

  • Journal of Korean Library and Information Science Society
  • Abbr : JKLISS
  • 2005, 36(2), pp.197-220
  • Publisher : Korean Library And Information Science Society
  • Research Area : Interdisciplinary Studies > Library and Information Science

Jung, Hyun-Wook 1 Kang Hye-Young 2 Sun Nam Kim 1

1원광대학교
2전북대학교

Accredited

ABSTRACT

This paper examined the structure of internet bookstore users' subjectivity by focusing on their beliefs, values and attitudes. Q methodology was utilized for the study. After constituting 36 Q sample and 28 P sample, data were collect from April 15, 2005 to April 22 2005. The analyses showed 3 types of subjectivity structures. The first one was “the economic benefit-seeking type." Those in this type were motivated to use internet bookstores to achieve economic benefits. They paid more attention to the prices discounted than the web site contents provided by internet bookstores. This type was conspicuously found among college students. The second one was the “information-seeking type." People in this category made visits to internet bookstores in order to obtain new information or professional materials. This type was dominantly found among women. The third one was the “convenience-seeking type." Those in this type were concerned not only with the accessibility and convenience, but also with such practical issues as delivery, price, applicability, payment, and bonus. This type was conspicuously observed among white collar workers. These findings suggests that in order to make internet bookstores more attractive to users, it is demanded to understand various needs held by users and map out sophisticated marketing strategies on the basis of such a knowledge.

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