Free shipping or not? : the effect of the need of product on free shipping effect for online shopping
| 000 | 00000nam c2200205 c 4500 | |
| 001 | 000046127120 | |
| 005 | 20230714171006 | |
| 007 | ta | |
| 008 | 220705s2022 ulka bmAC 000c eng | |
| 040 | ▼a 211009 ▼c 211009 ▼d 211009 | |
| 041 | 0 | ▼a eng ▼b kor |
| 085 | 0 | ▼a 0510 ▼2 KDCP |
| 090 | ▼a 0510 ▼b 6B2 ▼c 2331 | |
| 100 | 1 | ▼a 王诏静 |
| 245 | 1 0 | ▼a Free shipping or not? : ▼b the effect of the need of product on free shipping effect for online shopping / ▼d Wang, Zhaojing |
| 260 | ▼a Seoul : ▼b Graduate School, Korea University, ▼c 2022 | |
| 300 | ▼a 43장 : ▼b 삽화 ; ▼c 26 cm | |
| 500 | ▼a 지도교수: 석관호 | |
| 502 | 0 | ▼a 학위논문(석사)-- ▼b 고려대학교 대학원, ▼c 경영학과, ▼d 2022. 8 |
| 504 | ▼a 참고문헌: 장 40-43 | |
| 530 | ▼a PDF 파일로도 이용가능; ▼c Requires PDF file reader(application/pdf) | |
| 653 | ▼a Product Need ▼a Free shipping ▼a E-commerce ▼a Online-Shopping | |
| 776 | 0 | ▼t Free shipping or not? The effect of the need of product on free shipping effect for online shopping ▼w (DCOLL211009)000000268416 |
| 900 | 1 0 | ▼a Wang, Zhaojing, ▼e 저 |
| 900 | 1 0 | ▼a 석관호, ▼g 昔觀鎬, ▼d 1968-, ▼e 지도교수 ▼0 AUTH(211009)112984 |
| 945 | ▼a ITMT |
전자정보
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 학술정보관(CDL)/B1 국제기구자료실(학위논문)/ | 청구기호 0510 6B2 2331 | 등록번호 163082994 | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
| No. 2 | 소장처 학술정보관(CDL)/B1 국제기구자료실(학위논문)/ | 청구기호 0510 6B2 2331 | 등록번호 163082995 | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
초록
Many of the previous studies have shown us that free shipping can increase customer desire to buy products and actual sales. But sometimes, the effect of free shipping plays a role on consumer’s consuming behaviors in different degree. We have encountered situations where consumers decide whether to buy products mainly based on whether it is free shipping or not, but sometimes the free shipping is just a small discount for consumers and cannot be used as a deciding factor for purchase intention. Shipping fees can sometimes be treated as a bundled service coming along with the product, also when occasionally shipping fees are more like a partitioned surcharge additionally attached with the product. So, it is very important for us to understand under what circumstances free shipping will have different effects on consumers. Through online questionnaire among 267 consumers, this paper starts from the point of consumer's need for products and demonstrates that free shipping can greatly and positively increase the purchase intention of low need product compared with high product, where the effect of free shipping on consumer’s purchase intention is not salient. Moreover, the paper considers the sensitivity of shipping charge as a mediator, explaining the connection between product need and free shipping effect. Conclusively, when people's need for products is high, people's sensitivity to shipping will decrease, resulting in reduced effect of free shipping on consumer’s desire of buying. On the contrary, when people's need for products is relatively low, people will be more sensitive and concerned about the shipping fees, under which circumstance when the product is free shipping, it will more obviously and increasingly have an effect on consumer’s purchase intention.
목차
1) Introduction 2 2) Theoretical Background 8 1. Free Shipping and Partitioned Shipping Cost 8 2. Purchasing Needs and Shipping Costs Sensitivity 10 3. High Product Need and Shipping Costs 14 4. Low Product Need and Shipping Costs 16 5. Conclusion and Framework 20 3) Experimental Context 24 1. Part 1: T-shirt vs. Coat 24 1. Participants 24 2. Stimuli and Design 24 3. Variables Measures 25 4. Results 27 2. Part 2: Mobile Phone vs. Camera 32 1. Participants 32 2. Stimuli and Design 32 3. Variables Measures 34 4. Results 34 4) Discussion 38
