인터넷 쇼핑 성향에 따른 한국과 중국 소비자의 의류 제품 구매행동

Abstract

This study aims to examine impacts of the Internet shopping orientation of Korean andChinese consumers on their selection criteria of shopping malls and apparel products,frequencies and amounts of purchase, and information search in the Internet shopping mall.A survey was carried out with Korean and Chinese female consumers in their 20s and 30swho have the Internet shopping experiences. The results of this study were as follows: First,the Internet shopping orientation of Korean and Chinese respondents clearly showed factorialstructures including the pleasure-conscious, fashion-conscious, price-conscious, and convenienceconsciousorientation. From a result of the cluster analysis on four factors of the Internetshopping orientation, Korean and Chinese respondents were classified into three groups ofthe Internet shopping- unconscious, the Internet shopping-loyalty, and pleasure?convenienceconscious.Second, there were significant differences in selection criteria of both the Internetshopping mall and apparel products among three groups of the Internet shopping orientationin Korea and China. Third, significant differences were identified in visiting frequencies,apparel purchase frequencies and amounts, payment methods, and information sourcesduring the Internet shopping among three groups of the Internet shopping orientation inKorea and China.