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Research on the Characteristics of Internet Shopping Malls through Semiologic Analysis: Focused on Marketing Characteristics on Online Bookstores
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기호학적 분석을 통한 인터넷쇼핑몰의 특성 연구 -인터넷 서점의 마케팅특성을 중심으로-

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Type
Academic journal
Author
Journal
한국기업경영학회 기업경영연구 기업경영연구 제19권 제1호 KCI Accredited Journals
Published
2012.1
Pages
215 - 242 (28page)

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Research on the Characteristics of Internet Shopping Malls through Semiologic Analysis: Focused on Marketing Characteristics on Online Bookstores
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Abstract· Keywords

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The internet transactions employed by companies are increasing as communications which use the internet are being widely applied in various areas. The purpose of this research is to find methods to maintain more customers in internet shopping malls and has conducted a detail analysis based on the theory of semiology. In this regards, a sample of the analysis was extracted from domestic internet bookstores. The results of the analysis are as follows. First, the pursuit of novelty in formality leads to a steady loss of story structure. The novelty in the formality shown in web sites distorts the overall process of the theme standing out, therefore disturbs the theme from surfacing. Second, by focusing on the repetition of key words referred to as fashion words, the anti-proximity of the copy being unfolded continues. Third, there is continuous non-logical progress. Fourth, connotations become weak due to unlimited durability from listing paradigm. In this regards, in the texts in internet shopping malls, only the momentary fleeting emotions move alive while they hide a company’s most basic principle, sales profits. Fifth, in the ‘component and form’, the pattern is converting into one where there is no component, only form. This research has a limitation in that the research limits the research on internet shopping malls to book stores, therefore it cannot be regarded as an understanding of the overall online shopping mall. In this regards, we can expect further research on the use of various types of online shopping malls in the future.
#인터넷쇼핑몰 #마케팅특성 #기호학적인 이론 #계열체 #텍스트의 내포적 의미 #Internet Shopping Mall #Marketing Characteristics #Semiologic Theory #Paradigm #Text Connotations.

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References (82)

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Cox, D. F. / 1964 / Perceived Risk and Consumer Decision Making: The Case of Telephone Shopping / Journal of Marketing Research 1:32~39 google schola Daft, R. L / 1986 / Organizational Information Requirements, Media Richness and Structural Design / Management Science 32(5):554~571 google schola David, C / 2005 / 기호학으로 읽는 시각 디자인 / 안그라픽스 google schola Forsythe, S. M / 2003 / Consumer Patronage and Risk Perception in Intermet Shopping / Journal of Business Research 56:867~875 google schola Fox, R. J. / 1994 / Crisis in Advertising / Journal of Advertising 23(4):79~84 google schola

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