인터넷 쇼핑몰을 위한 상품구성 평가 프레임웍 개발

초록

In digital era, internet shopping malls are recognized as one of the most mature sale and distribution channels. For efficient operation and profit maximization, it is required for the internet shopping malls to evaluate the appropriateness of their product mix, i.e., merchandising. However, the merchandising evaluation has not gained enough attentions in most internet shopping malls in spite of its strategic importance. This study suggests a framework for merchandising evaluation in internet shopping malls. The framework is designed to support the evaluation of merchandising from four perspectives: profitability, soundness, growth rate, and stability. The framework is applied to a community-based internet shopping mall to evaluate the applicability of the framework. It is expected that the framework contributes to successful operation of internet shopping malls.

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