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인터넷 쇼핑몰 성과의 영향 요인에 관한 한중 비교 연구
권순동(Sun Dong Kwon),최월(Yue Cui),방화룡(Hua Long Fang),고미현(Mi Hyun Ko) 한국경영학회 2010 經營學硏究 Vol.39 No.3
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.
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