한국과 중국소비자들의 소셜커머스 이용에 따른 차이 연구: 고려요인, 쇼핑가치, 구매만족과 재방문의도를 중심으로 Study on the difference in the Social Commerce use of Korea and China Consumer: Consider factor, shopping value, purchase satisfaction and intention to revisit원문보기
본 연구는 한국과 중국소비자들의 소셜커머스 이용 시 고려요인, 쇼핑가치, 구매만족 그리고 재방문의도에는 차이가 있는지 확인한 것이다. 먼저 소셜커머스를 이용할 경우 고려하는 요인을 확인한 결과 경제성, 유용성, 정보성, 편의성으로 확인되었다. 첫째, 소셜커머스 이용 시 경제성, 편의성 요인은 한국 소비자들이 더 많이 고려하는 것으로 확인되었다. 그러나 소셜커머스의 유용성은 중국소비자들이 더 많이 고려하는 것으로 확인되었다. 정보성은 한국과 중국소비자들에게는 차이가 없는 것으로 확인되었다. 둘째, 소셜커머스의 합리적 쇼핑가치와 쾌락적 쇼핑가치 모두 중국소비자들이 더 높은 것으로 확인되었다. 셋째, 소셜커머스 이용에 따른 구매만족에는 한국소비자들이 더 높은 것으로 확인되었다. 넷째, 소셜커머스 재방문의도는 중국소비자들이 더 높은 것으로 확인되었다. 이상의 연구결과는 소셜커머스 이용에 따른 한국과 중국소비자들의 차이를 확인함으로써 한국기업의 중국 진출을 위한 소셜커머스 활용에 의미 있는 자료가 될 것으로 사료 드리는 바이다.
본 연구는 한국과 중국소비자들의 소셜커머스 이용 시 고려요인, 쇼핑가치, 구매만족 그리고 재방문의도에는 차이가 있는지 확인한 것이다. 먼저 소셜커머스를 이용할 경우 고려하는 요인을 확인한 결과 경제성, 유용성, 정보성, 편의성으로 확인되었다. 첫째, 소셜커머스 이용 시 경제성, 편의성 요인은 한국 소비자들이 더 많이 고려하는 것으로 확인되었다. 그러나 소셜커머스의 유용성은 중국소비자들이 더 많이 고려하는 것으로 확인되었다. 정보성은 한국과 중국소비자들에게는 차이가 없는 것으로 확인되었다. 둘째, 소셜커머스의 합리적 쇼핑가치와 쾌락적 쇼핑가치 모두 중국소비자들이 더 높은 것으로 확인되었다. 셋째, 소셜커머스 이용에 따른 구매만족에는 한국소비자들이 더 높은 것으로 확인되었다. 넷째, 소셜커머스 재방문의도는 중국소비자들이 더 높은 것으로 확인되었다. 이상의 연구결과는 소셜커머스 이용에 따른 한국과 중국소비자들의 차이를 확인함으로써 한국기업의 중국 진출을 위한 소셜커머스 활용에 의미 있는 자료가 될 것으로 사료 드리는 바이다.
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 t...
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.
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.
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가설 설정
1. Will there be a difference between Korean and Chinese consumers using social commerce based on consider factors?
2. Will there be a difference between Korean and Chinese consumers using social commerce based on shopping value factors?
3. Will there be a difference between Korean and Chinese consumers using social commerce in their purchase satisfaction?
4. Will there be a difference between Korean and Chinese consumers using social commerce in their intention to revisit?
제안 방법
In this study a exploratory factor analysis is done to test the reliability of consider factor when using social commerce. For the method of factor analysis, on the principal component analysis and the factor rotation, the Varimax method is used.
In this viewpoint, this study will look at the consider factors when using social commerce, the beneficial factors that come from shopping in social commerce, the factors that influence user satisfaction and the factors that desire to visit again, and to find differences between the Korean consumer and Chinese consumer on these factors. With the purpose of finding out these things, the following four research subjects are set up.
대상 데이터
The respondents in this study may consist of Korean and Chinese consumers. Social commerce users in Korea, consist of male and female university students of 153 in Seoul and Daejeon area.
데이터처리
The factors of shopping value of Korean and Chinese consumers when using social commerce was hedonic shopping value and utilitarian shopping value. To see the difference between Korean and Chinese consumers in shopping value factors, a t-test is conducted. As a result, in the utilitarian shopping value factor, Korean consumers scored higher than Chinese consumers.
To verify at the differences in considered factors of when Korean and Chinese consumers use social commerce, a t-test is conducted on the factors of economical efficiency , practical, informativeness, and convenience. According to the study, when using social commerce, it is found that Korean consumers consider economical efficiency more than Chinese consumers, and there is a significantly difference.
To verify the differences between Korean and Chinese consumers in social commerce purchase satisfaction, a t-test is conducted. As a result, Korean consumers are revealed to have higher user satisfaction in social commerce than Chinese consumers.
To verify the differences between Korean and Chinese consumers in social commerce revisit intention, a t-test is conducted. As a result, Korean consumers are revealed to have higher user satisfaction in social commerce than Chinese consumers.
성능/효과
To verify at the differences in considered factors of when Korean and Chinese consumers use social commerce, a t-test is conducted on the factors of economical efficiency , practical, informativeness, and convenience. According to the study, when using social commerce, it is found that Korean consumers consider economical efficiency more than Chinese consumers, and there is a significantly difference. When using social commerce, the second consideration factor practical is higher in Chinese consumers than Korean consumers, and there is also a meaning difference here.
They founded that Chinese consumers have more frequently visit, more purchasing behavior, more diverse items purchased were shown in social commerce than South Korean consumers. First, the level of dissatisfaction for social commerce was found higher in Chinese consumers. Second, Chinese consumers were reported to be more satisfied with social commerce than South Korean ones, and this disparity is significant.
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. That is, quick delivery, versatile ways of payment, convenience in return and exchange of product, and ease in shopping without going to the store, these elements were found to be more important to Korean consumers.
Jo[15] studied the characteristics of the lifestyle were classified by taste, active, health, comparison and fashion-oriented types. Satisfaction of using social commerce site was classified by reliability and accuracy of information, and then, the service of employee, trust, indoor environment, facilities and appearance were classified as service satisfaction. The result, the usage of social commerce products and purchases number of eating coupons showed Chinese was more than South Korean consumers.
First, the level of dissatisfaction for social commerce was found higher in Chinese consumers. Second, Chinese consumers were reported to be more satisfied with social commerce than South Korean ones, and this disparity is significant. Third, Chinese consumers committed more complaining behaviors than consumers in South Korea.
Second, Chinese consumers were reported to be more satisfied with social commerce than South Korean ones, and this disparity is significant. Third, Chinese consumers committed more complaining behaviors than consumers in South Korea. This difference was verified to be significant[14].
In this, this factor was 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.
후속연구
Therefore, this study can be used as useful information for global social commerce market of the future Korean enterprise through a comparative study of South Korea South Korea and Chinese consumers.
참고문헌 (20)
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