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A study of factors influencing online shopping behavior
이정열(Jeoung Yul Lee),김재범(Jai Beom Kim),범경기(Qingji Fan) 한국무역학회 2011 한국무역학회 학술대회 Vol.2011 No.4
Purpose - This paper attempts to explore the impact of e-service quality on e-customer satisfaction and to identify the effect of flow experience on the relationship between them in the case of online shopping behaviors. This paper also empirically assesses the framework developed by using cross-national data. Design/methodology/approach - 219 Korean and 212 Chinese online shoppers were surveyed by leading survey institutions in each country in order to test five hypotheses and examine relationship among the variables (i.e., e-service quality, flow, satisfaction, relationship intention). Findings - The results show that “flow” has positive effects on e-satisfaction and relationship intention. Thus, this study, which is one of a kind, proved the effect of flow experience in Asian consumers’ online shopping behaviors. In addition, although the two countries may share similar cultures and values, there are some cross-national differences between Korean and Chinese consumers in online shopping, which may be interpreted as the difference of globalized versus localized Internet cultures, respectively. Originality/value - This study applies the concept of flow to international online marketing, especially with focus on making contributions to the literature of online shopping service quality. Through the cross-national approach, we hope that this study can stimulate both marketing researchers and practitioners to gain better understandings of the concept of flow in the context of online shopping behaviors and make them more aware of the cultural gap between Korea and China especially in Internet cultures.
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