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신태용(Xin, Tairong),왕청(Wang, Jing),이천천(Li, Qianqian),이나(Li, Na),유현정(Yoo, Hyun Jung) 충북대학교 생활과학연구소 2017 생활과학연구논총 Vol.21 No.2
Due to distrust in Chinese products, more and more Chinese consumers are turning to “Overseas direct purchases.” According to statements by the e-commerce payment company Paypal, the number of direct purchases by Chinese citizens reached 18 million in 2013, increasing from USD 2 billion to USD 35.2 billion. It is estimated that in 2018, about 36 million people will purchase goods directly from overseas, adding up to about USD 165 billion. This study aimed to determine the factors that would cause Chinese consumers to re-purchase Korean products. We conducted a survey targeting 350 Chinese consumers from July 1, 2015, through July 6, 2015, and used SPSS Windows 18.0 to analyze the data through descriptive-statistics analysis, factor analysis, and regression analysis. The results of the study yielded the following conclusions. First, direct purchases, pleasure, and usefulness have a positive association with overseas direct purchase satisfaction. Second, direct purchase, pleasure, usefulness, and subjective scale are positively associated with the intent of re-purchase of products from overseas. Based on these results, the significance of the research is, first, that in order to capture the direct purchase market in China, production and sales businesses and distribution companies in South Korea should strive to excel in providing greater convenience, avoiding delivery delays and loss of goods etc. Second, Chinese customers who directly purchase South Korean goods are not only pragmatists who buy cheap goods but also seek pleasure through making direct purchases from abroad. Third, enterprises related to overseas direct purchase should pay attention to the word of mouth.
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중국소비자의 유료온라인 동영상 서비스 이용의도 : 기술수용모델을 중심으로
신태용(Xin, Tai Rong),유현정(Yoo, Hyun Jung) 충북대학교 생활과학연구소 2021 생활과학연구논총 Vol.25 No.1
This study examines the factors affecting satisfaction and user intention of pay online video services by Chinese consumers by applying the technology acceptance model. The main results of this study are as follows: First, Aiqiyi was the paid online video platform used in this study. We used the Aiqiyi platform to analyze the actual user status over 6 months to 1 year. Second, our results revealed differences in our study subjects using paid online video services: more women than men, people in their 20s, and university graduates used them most. Third, the analysis of the mean differences in external factors of technology acceptance per socio-demographic characteristics showed significant differences per gender, age, occupation, average monthly income, and Internet experience. Fourth, in analyzing the mean differences in the perceived utility and perceived ease of use per the demographic characteristics, our results show significant statistical differences in gender, academic background, occupation, Internet experience, and grade of dwelling city. Fifth, we reviewed the factors having the most impact on satisfaction and user intent to pay for online video services. The system quality had positive (+) effects on the perceived utility and perceived ease of use, while cost had positive (+) effects on the perceived utility. Self-efficacy had positive (+) effects on the perceived utility and perceived ease of use. Furthermore, the perceived utility and perceived ease of use had positive (+) effects on satisfaction and user intent. Finally, user satisfaction had positive (+) effects on user intent.
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