Study on the difference in the Social Commerce use of Korea and China Consumer: Consider factor, shopping value, purchase satisfaction and intention to revisit

서지정보

· 발행기관 : 한국디지털정책학회
· 수록지 정보 : 디지털융복합연구 / 13권 / 11호 / 417 ~ 425페이지
· 저자명 : 김은희

초록

The purpose of this study is to verify differences between Korean and Chinese consumers in consideration, shopping value, the extent of purchase satisfaction and intent to revisit the site when people use social commerce. When Korean and Chinese consumers use social commerce, it was confirmed that they look at four things; economical efficiency, practical, informativeness, and convenience. There are the following results. Firstly, it was found that in the case of using social commerce, economical efficiency as a factor of consideration was higher in Chinese consumers than Korean consumers. Secondly, practical of social commerce concerns the social commerce site's trustworthiness and stability, and also the popularity of the site and ease in which users can use the site. In this, this factor is more important to Chinese consumers than Korean consumers. Thirdly, in the factors of informativeness, which means product information and quality, and buyers comments, there was no confirmed difference between Korean and Chinese consumers. Fourth, in the convenience factor, there was a difference found between Korean and Chinese consumers.

참고자료

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