인터넷 쇼핑몰 구매자의 고객가치 인식 차이에 대한 한중 비교 연구

Abstract

Abstract

This paper analyses problems in the different of customer value cognitive differences between China and Korea on the electronic commerce. According to investigation, means objectives and fundamental objectives can be summarized into the two major factors. Then, to analysis the result of investigation and bring out the upswing plan for China’s future electronic commerce. In addition, this paper also provide appropriately scheme for Korean enterprises which want to enter the Chinese market. A questionnaire survey of 266 Korean and 247 Chinese customers in their internet shopping experiences was conducted to extract fundamental objectives’ factors. Through the analysis of the market in Korea and China, 6 means objectives-product choice, online payment, vendor trust, shopping travel, shipping errors, and recommender systems and 3 fundamental objectives-shopping convenience, internet ecology, and customer support were found in Koran, while there are 4 fundamental objectives- shopping convenience, internet ecology, customer support, product value in China. The results indicated that fundamental objectives in China and Korea showed much difference each other. By analyzing the different influences of means objectives and fundamental objectives in China and Korea market respectively, this paper provide improving solutions for China electronic commerce and strategy for Korean enterprises entering into electronic commerce market of China.

key word: Electronic Commerce, Internet shopping, Means Objectives, Fundamental Objectives, Customer Value, Korea-China contrast