The purpose of this paper is to analyze the purchase intention of consumers in the online bookstore. AIO (Activities, Interests and Opinions), a method of measuring consumers' lifestyle, and Factor Analysis are performed to understand consumers' propensity and to find out the main factors which effect purchase intention. After Factor Analysis, factor scores for each consumer are obtained. To divide consumers into several meaningful groups, the factor scores are used as an input data of Fuzzy ART (Adaptive Resonance Theory). Finally, the characteristics and differences among each group are compared by Frequency Analysis. The experiment showed that each group has a different purchase intention. Consequently, marketing strategy can be applied to the online bookstores through this study.
Due to the wide spread of internet services and the rapid growth of people who purchase goods via internet, the industrial structure and marketing field have been rapidly changed[1]. Table 1 shows the total transaction value of goods and services in Korea.
[...] In this study, consumers' characteristics and lifestyle are considered to understand and analyze the important factors which influence purchase intention of the consumers using online bookstores. Seven factors were extracted and the factor scores for each respondent were obtained by factor analysis. To evaluate the effect between the seven factors and respondents, five groups were classified using the factor scores as an input data of Fuzzy ART. Finally, through the ANOVA analysis, it is identified that using Fuzzy ART for consumer segmentation is more effective than using K-means method. [...]
[...] Conclusion In Table group 1 has a great score on factor 1 which means factor 1 strongly affects the purchase intention of this group. This can be called as an economical group. Thus, the service which can provide proper discount coupons for their interesting fields such as literature, fiction and foreign language is required. Group 2 has a great score on factor 4 and factor 5. This group usually uses online bookstores to get information and to compare books. Providing image contents about books and mailing information about their interesting fields, such as technical books and self-help books, is required for this group. [...]
[...] If this coefficient is smaller than the variable is excluded. Factor loading is the coefficient representing the correlation between each variable and factor. Generally, it is judged that the coefficient greater than 0.3 has a reasonable significance and the coefficient greater than 0.5 has a high significance. Table 5 Principle Component Analysis Factor Loading Cumulative percent of variance(%) Factors and Items (Factor 1-1. I compare book prices on the website 1-2. I check on discount coupon when using online bookstores 1-3. I use online bookstores to save money 1-4. [...]
[...] I usually make a list of books for purchase in advance (Factor 7-1. I check on comment left by other readers before purchasing books 7-2. I am interested in the monthly and yearly ranking of selling books. Communality Eigenvalue Cluster Analysis Cluster analysis is to classify a set of data into the several meaningful groups. There are various clustering algorithms that are widely used. K-means is one of the clustering algorithms, and it has been used widely because of its easiness of application. [...]
[...] The procedure of this study is shown in Fig Questionnaire AIO Personality & Lifestyle Factor Analysis Analysis of Main Factors Fuzzy ART Consumer Segmentation ANOVA Frequency Analysis Marketing Strategy Fig Research Procedure 2. Methodology 2.1 Data Collection Self-administered questionnaires using a 5-point Likert scale were distributed to 400 high school and college students in Seoul in February 2007. To improve this reliability, pilot survey had been conducted by 20 students who usually purchase books via online bookstores. From the pilot survey, questions which are not suitable or difficult to understand were modified. [...]
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