인터넷 쇼핑몰 성과의 영향 요인에 관한 한중 비교 연구 (Comparative Study on the Influential Factors of Internet shopping mall Performance between Korea and China)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 39권 / 3호 / 851 ~ 877페이지
· 저자명 : 권순동, 최월, 방화룡, 고미현

초록

본 연구의 목적은 인터넷 쇼핑몰에 대한 다음 두 질문의 답을 찾는 것이다. 첫 번째는 지금까지 비즈니스나 정보시스템의개별 관점에서 연구된 결과가 둘을 통합한 모형에서도 여전히 유의한가 하는 것이고, 두 번째는 통합모형에서 한국과 중국은 어떤 차이점이 있는가 하는 것이다.
본 연구에서는 첫 번째 질문에 답하기 위해 비즈니스 관점의 연구로부터 제품구색, 가격, 서비스 요인을 도출하고, 정보시스템 관점의 연구로부터 IS품질, 개인정보보호, 재미 요인을 도출하였다. 그리고 이러한 요인들이 인터넷 쇼핑몰의 구매와 충성도에 영향을 미친다는 통합모형을 도출하였다. 모형을 실증 분석한 결과, 구매에 유의한 영향을 미치는 요인은제품구색, 가격, 재미이고, 서비스, IS품질, 개인정보보호는 영향을 미치지 않았다. 다음으로, 충성도에 유의한 영향을 미치는 요인은 가격, 서비스, IS품질, 개인정보보호이고, 제품구색과 재미는 직접 영향을 미치지 않았다.
다음으로, 두 번째 질문에 답하기 위해 통합모형을 한국과 중국에 대해 비교 분석하였다. 그 결과, 한국은 가격이 구매에미치는 영향과 서비스가 충성도에 미치는 영향이 중국보다 크지만, IS품질이 충성도에 미치는 영향이 중국보다 작았다.
이에 비해, 중국은 개인정보보호가 충성도에 미치는 영향이 한국보다 작지만, 재미가 구매에 미치는 영향이 한국보다 크게 나타났다.
본 연구는 비즈니스와 정보시스템의 통합모형을 제시함으로써 보다 현실에 적합하도록 일반화했다는 점에서 의의가 있다.
그리고 급성장하는 중국 온라인 시장의 기회를 이용하기 위해 중국에 진출한 한국 기업들에게 도움을 줄 것으로 본다.

영어초록

The success factors of Internet shopping mall can be classified into two categories: information system-related factors and business-related factors. The past research efforts, however, have tended to be only focused on either one of the categories, not both of them. Our first research question is “if the factors in the two categories are integrated into a single analysis model, how will the results be different from those of the past researches?”Internet-based companies of Korea are tapping into the rapidly growing on-line markets of China. As of 2009, the number of Internet users of China is 320 million. In order to succeed in Chinese on-line markets, Korean companies need to understand the behavior of Chinese on-line consumers. So, our second research question is “what is the difference between the behavior of Korean on-line consumers and that of Chinese on-line consumers?”To answer the first question, we built the integration model, in which purchase and loyalty are influenced by not only business factors of product assortment, price, and service, but also information system factors of information system quality, privacy, and fun. In order to evaluate the validity of the model, we collected 451 data samples which are composed of 262 Korean samples and 189 Chinese samples. The data were analyzed using Partial Lease Square. The results of data analysis shows that in the effect on purchase, product assortment, price, and fun was significant but service, information system quality, and privacy was not significant and that in the effect on loyalty, price, service, and information system quality was significant but product assortment and fun was not significant. To answer the second question, we looked into the above integration model to find the behavioral difference between Korean and Chinese on-line consumers. The results shows that in the effect of price on purchase and the effect of service and privacy on loyalty, Korea was stronger than China but that in the effect of information system quality on loyalty and the effect of fun on purchase, China was stronger than Korea.
Our research has contributions to academy and industry. From academic perspective, our analysis model is more realistic than those employed in prior researches, since it considers information system-related factors and business-related factors at the same time. Until now,Internet shopping mall was mostly studied on only either one of information system and business.
Although the research of one aspect was significant, it had limitation on direct application to business practices. Therefore, our research makes an academic contribution by generalizing and enhancing the practical applicability.
From industrial perspective, the research results can help Korean companies make inroads into Chinese online market. Chinese Internet shopping mall users have different behavior from Korean users. Through understanding the difference and applying it to business strategy,Korean companies can enhance their chance of success. Our research also will help Korean manufacturing companies and distribution companies open up Chinese consumer markets,because the purchasing power of Chinese consumers increased through rapid economic growth.
These companies have had troubles to go into China market, because of its closed distribution system. Chinese Internet shopping mall is running openly. So, it will be a good alternative to detouring Chinese closed market. In order of a company to increase both purchase and loyalty of Internet Shopping mall, it needs to enhance information system quality and gives consumers fun.

참고자료

· 없음