Information Technology Reference
In-Depth Information
expect the difficult business environment to continue (Nikkei Inc.
2010
). Many
online shops' business problems should not be attributed to technological
complexities but to their management's lack of knowledge and knowhow. Many
online shop managers do not understand online consumer behavior and their
perceptions regarding online shops. Because small and micro enterprises and
sometimes individuals manage their own online shops, they do not know how or
have the resources to research the B2C market.
Several reports have profiled consumer behavior in online shopping. For exam-
ple, the Japan Direct Marketing Association (JADMA) reports the state of con-
sumer utilization of direct marketing on the Internet (The Japan Direct Marketing
Association
2010
). Its respondents, however, are limited to people who either have
been using online shops or are familiar with the Internet, and thus, are more likely to
patronize online shops. To develop online shops' market and create effective sales
strategies, shop owners/managers need to survey users', including potential users',
behaviors, purposes, and perceptions.
Regarding Internet use, the under-40 age group's Internet usage rate exceeds
96 % (Ministry of Internal Affairs and Communications, Japan
2011b
). Because
nearly all young people use the Internet, the online shop market will expand in the
near future. There are few studies, however, on consumer behavior and perceptions
of people aged 20 and below. Because they are major customers of online shops,
understanding their behavior and perceptions is necessary for developing sales
strategies for the online shop market.
In this study, we examine young people's use of ICT and the Internet and their
behavior and perceptions regarding online shops. In particular, we report the
characteristics of high school students and university students on the basis of our
research. Conjoint analysis reveals their priorities with respect to several features of
online shops. Our study will contribute to the development of the online shop
market and suggest effective marketing strategies for online shops.
11.2 Summary of Research Model
11.2.1 Research Methods
To examine young people's behavior and perceptions regarding online shops, we
use a questionnaire as the research method. We choose high school and university
students, around 20 years old, as representative of young people. Our research was
conducted on October 7, 2010 at Ehime University and November 18, 2010 at
Ehime University senior high school. As both schools are located in the same area,
we can reduce the number of demographic attributes other than high school or
university age grouping.
