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A Study about Online Search Determinants across Several Product Categories : 여러 카테고리에서 온라인 검색의 결정요인에 대한 연구
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 김병도 | - |
| dc.contributor.author | 이금진 | - |
| dc.date.accessioned | 2019-05-07T03:00:41Z | - |
| dc.date.available | 2019-05-07T03:00:41Z | - |
| dc.date.issued | 2019-02 | - |
| dc.identifier.other | 000000154061 | - |
| dc.identifier.uri | https://hdl.handle.net/10371/150545 | - |
| dc.description | 학위논문 (석사)-- 서울대학교 대학원 : 경영대학 경영학과, 2019. 2. 김병도. | - |
| dc.description.abstract | This study verifies the relationship between online search effort and some influencing factors across several product categories. The online search effort is measured by search volume on google which was offered by google trend and keyword everywhere. Three search determinants, price, competition degree and knowledge, are selected from extended Beatty-Smiths scheme. | - |
| dc.description.abstract | 이 논문은 여러 카테고리에서 온라인 검색활동과 그에 대한 영향요인사이의 관계를 새로운 데이터를 활용하여 재검증을 하였습니다. 온라인 검색활동은 Google Trend에서 제공하는 카테고리별 관련된 모든 검색 내용의 구글 검색량으로 측정하고 총합을 내여 직접적으로 검색활동을 나타냈습니다. Beatty-Smith의 연구로부터 세가지 영향요인: 가격, 경쟁정도와 지식을 선택하여 검색량과의 상관관계를 분석하였습니다. | - |
| dc.description.tableofcontents | Abstract i
Chapter 1. Introduction １ 1.1. Study Background １ 1.2. Purpose of Research ３ Chapter 2. Literature Review ４ 2.1 Search Effort ４ 2.2 Mechanism in Information Search Activity ４ 2.3 Antecedent Variable ６ Price ６ Competition Degree ７ Knowledge ８ Chapter 3. Method １１ 3.1 Description of Data １１ Price １２ Concentration Ratio １２ Knowledge １３ Chapter 4. Analysis and Results １４ 4.1 Collected Data １４ 4.2 Descriptive Statistics and Pearson Correlations １４ 4.3 Regression Analysis １６ 4.4 Results １７ Chapter 5. Discussion and Limitation ２１ 5.1 Implications ２１ 5.2 Limitations ２１ 5.3 Further Studies ２２ References ２３ Appendix ２７ Abstract in Korean ２９ Table 1. Determinants of External Search Effort １ Table 2. Search Volume Across Categories １４ Table 3. Descriptive Statistics １５ Table 4. Correlations １５ Table 5. Results of Regression １７ Table 6. Correlations Segmented by Price １９ Figure 1. Mechanism of Information Search Activity ５ Figure 2. Scatter Gram of all determinants and Search Volume １６ Figure 3. Scatter Gram between Price and Search Volume １８ Figure 4. Conceptual Figure of Search Effort Function with a Break Point １９ | - |
| dc.language.iso | eng | - |
| dc.publisher | 서울대학교 대학원 | - |
| dc.subject.ddc | 658 | - |
| dc.title | A Study about Online Search Determinants across Several Product Categories | - |
| dc.title.alternative | 여러 카테고리에서 온라인 검색의 결정요인에 대한 연구 | - |
| dc.type | Thesis | - |
| dc.type | Dissertation | - |
| dc.contributor.AlternativeAuthor | Li Jinjin | - |
| dc.description.degree | Master | - |
| dc.contributor.affiliation | 경영대학 경영학과 | - |
| dc.date.awarded | 2019-02 | - |
| dc.contributor.major | 마케팅 | - |
| dc.identifier.uci | I804:11032-000000154061 | - |
| dc.identifier.holdings | 000000000026▲000000000039▲000000154061▲ | - |
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