A Study on the Effects of Interaction Behavior on Consumer Continuous Purchase Intention in the Fresh Agricultural Products : Focusing on the Mediation Effects of Satisfaction and Trust

진도리 목원대학교 대학원 2024 국내박사

Along with the rapid development of the Internet, E-commerce live streaming as a new business model rapid expansion, rapid penetration into all walks of life, greatly enriching and changing people's lives. E-commerce live streaming has quickly captured the market with its rich content, easy operation and superb realisation ability, and the number of consumers who choose and buy fresh agricultural products through watching live broadcasts has been increasing, and the market scale is further expanding. However, at the same time there are problems such as false propaganda, similarity of live streaming content and substandard quality of goods, which leads to consumers staying in the live streaming room for a short time and a decline in the willingness to continue to buy, which seriously affects the effect of the sale of fresh agricultural products. As a result, fresh food E-commerce merchants are particularly concerned about how to extend the length of time consumers stay in the live streaming room and enhance their continued willingness to Interaction has received widespread attention as an important influence on consumer behaviour. Show host, as the core of the E-commerce live streaming marketing model, are responsible for showing and recommending products to consumers and responding to their questions in a timely manner, the more interactive they are, the higher the consumer satisfaction will be. Therefore, this paper launches a study from the perspective of interaction behavior, taking fresh produce consumers as the object of investigation, and analyses the influencing factors of the willingness of this type of consumers to continuously purchase fresh produce. An efficient interaction behavior is conducive to attracting fresh produce consumers to continuously watch live events, which in turn leads to sustained purchase actions. This paper combines the theories of satisfaction and trust to construct a theoretical research model of the interaction behavior on the continuous purchase intention of consumers of fresh agricultural products, and adopts a questionnaire survey to obtain user data, and establishes a structural equation modelling to carry out empirical research and draw conclusions. The results of the study show that objective recommendation, funny language, real-time response and innovative display in the interactive behavior positively affect consumers' intention to continue purchasing, and satisfaction and trust mediate the relationship between the interactive behavior and consumers' intention to continue purchasing. The results of the study help fresh food E-commerce merchants and related show hosts training institutions to understand the formation process of consumers' continuous purchase intention recognise the importance of E-commerce show hosts interaction behavior and provide reference suggestions for E-commerce live streaming merchants and related show host training institutions, such as targeted professional training for E-commerce show hosts; using specific interaction behavior to enhance consumers' consumption experience, thus maximising consumers' continuous purchase intention and providing suggestions for the sustainable development of China's fresh food E-commerce enterprises. Keywords: E-commerce Live Streaming; Interaction Behavior; Satisfaction; Trust; Consumer Continuous Purchase Intention.

데이터 애널리틱스를 통한 신생 기업의 E-Commerce 시장 진입과 성장 프로세스 연구 : 아마존 진출 기업 사례를 중심으로

이재원 국민대학교 비즈니스IT전문대학원 2021 국내석사

오늘 날 신생 기업의 E-Commerce 시장 진입에 있어, 어떠한 관점으로 시장의 공급과 수요를 파악하고, 어떠한 기준으로 카테고리 및 상품 선정을 감행하며, 매출 성과에 따른 분석이 기존 선행 연구와 접목하여 어떻게 통용이 되는 지, Bass 확산 모형에 대입한 연구를 통해 미국 최대의 E-Commerce 플랫폼 Amazon.com에서 성공적인 시장 진입 사례를 보여준 신규 키친웨어(Kitchenware) 기업 M사의 비즈니스 프랙티스를 기반으로 분석한다. 관점 전환을 통한 E-Commerce 시장 분석법과 그에 따른 공급과 수요 데이터의 활용 방법, 판매할 카테고리와 상품 선정을 위한 구체적인 정성 및 정량적 기준 제시, 선행 확산 모형 연구의 혁신 요인과 모방 요인이 E-Commerce 시장에 진입한 신규 기업의 상품 판매에 있어서 어떻게 작용을 하며, 제품 출시 시점 및 광고/이벤트 등의 판촉 활동 등의 요인들이 고객들의 구매 결정에 어떠한 영향을 미치는지, 위 요인에 따른 두 주기의 매출 변화를 기준으로 요인과 매출의 관계를 파악하기 위한 연구 등을 중심으로 진행되었다. 이전까지 Bass 모형을 통한 선행 연구들은 기술의 시장 진입과 대기업들의 오프라인 시장 진입 관점으로 정의가 된 한계점이 있다. 신규 기업은 기본적으로 처음부터 보유 자본의 규모가 대기업처럼 거대할 수 없고, 고로 판촉 활동을 위한 투자의 한계점 등이 존재한다. 따라서 단순히 Bass 모형을 통한 고객 구매 패턴을 연구하기 보다는 신규 기업의 자본 규모와 처한 환경을 고려하여, E-Commerce 시장에서의 가장 효율적이고 효과적인 대응 방안을 연구한다. 아울러, 본 연구는 탐색적 사례 연구로서 향후에도 연구의 가치가 있는 가설의 도출에 대한 목적을 가진다. Bass 모델로 분석이 되지 않는, 변수 개별단이 결과에 미치는 직접적 영향에 대하여 연구 가설과 향후 연구 방향을 제시한다. 더불어, 4차 산업 시대를 맞아 구매 채널이 온라인으로 전환되며 본 연구에서 진행한 E-Commerce 시장에 입각하여 변화한 사업 전략이, 비단 규모가 작은 중소 기업 뿐만 아니라 대기업 역시도 동일하게 적용될 수 있는 시사점을 제시한다. For a start-up company to enter the e-commerce market, how to comprehend the supply and the demand in the market, how to select the category and the merchandise, how to utilize the analysis of the sales result combined with the existing studies, this study have analyzed, using the Bass Diffusion Model, the business practice of M, a kitchenware start-up, which shows a successful entry into Amazon.com, the biggest e-commerce platform in the United States. This study have focused on the usage of the supply-demand data based on the e-commerce market analysis through perspective turnover, concrete qualitative and quantitative criteria for the selection of the category and the merchandise, the interaction of the new factor and the imitative factor of the existing diffusion model study on the sales of the merchandise of a start-up company in the e-commerce market, the effect of the timing of the launching and the promotion activities like ads and events on the purchasing decision of the customers, the relationship of the above-mentioned activities with the change of the sales result according to the two cycles the study has set up. The previous studies based on Bass Diffusion Model are limited to the entry of technology into the market and the entry of the big companies into the off-line market. The capital in reserve of start-ups is fundamentally not so large as that of big companies, so the promotion activities cannot help being limited. Therefore, instead of studying the purchasing pattern of the customers simply through Bass Diffusion Model, this study analyzed the most effective and efficient measures, in consideration of the size of the capital and circumstances of the start-ups. In addition, this study, as an explorative case study, has an aim of hypothesis generation worthy of future studies. It suggests a direction for the future studies on the direct influence of individual variables on the result, which can’t be analyzed through Bass Model. It also suggests that the business strategy for the e-commerce market shown in this study is not only available for small-scale enterprises but also for big enterprises in the fourth industrial age in which the purchasing channel is predominantly turned into online.

Analysis on E-commerce in Korea and its future strategies to Korea-China FTA

김은미 Graduate School of International Studies, Korea Un 2015 국내석사

This article is aimed not only to examine characteristics of e-commerce in Korea, but to also explore its future strategies to Korea-China FTA. Based on comparative analysis, the author found that e-commerce in both countries has been significantly growing with the wide usage of the Internet, continuous technological innovations, and governmental supports. In fact, Korea has relative advantages to develop its infrastructure as a small country but around 65 percent of its online open market is occupied by one foreign firm, eBay. On the other hand, the increasing size of the middle-class in China draws considerable attention from foreign investors with FDI inflows. Unlike Korea, e-commerce in China is dominated by local firms and many of them have decided to go public with IPO in foreign stock markets as an aggressive overseas expansion strategy. Although both countries still have trade barriers on e-commerce, their future seems bright due to the explosive growth of online and mobile e-commerce. By introducing transaction cost theory and diffusion of innovation theory, the author forecast two significant impacts on e-commerce that the Korea-China FTA may provide. First, it will contribute to stimulating further economic growth, cooperation and structural changes between the two countries. Second, if they agree to insert a separate chapter of e-commerce on negotiations, it will weaken its trade barriers, reduce transaction costs and promote their bilateral cooperation. From Korea’s perspective, this article strongly recommends that Korea should use the Korea-China FTA as an important tool to enter the Chinese market. Its negotiations should try to remove technical and regulative barriers on e-commerce China currently holds, as well as to ask to strengthen its consumer protection. In addition, Korea has to search through various methods to support Korean firms, especially for SMEs who are eager to export to China through e-commerce.

Critical success factors influencing e-Commerce in Vietnam : the road to sustainable growth

Vu, Le Son Sungkyunkwan University 2014 국내석사

This study aims to provide the critical success factors for e-commerce in Vietnam, the study structure was divided into seven chapters and answer two main research questions: First, what are the critical success factors that influence to successes of e-commerce in Vietnam and Second question is what are the recommendations can be suggested to enhance e-commerce in Vietnam. Chapter Two Literature review was explains all the concepts and definitions are related. Chapter Three Analysis framework was descriptive critical success factors very briefly. With the research of academic literature, the articles and the previous studies on e-commerce, this study has found eight critical success factors: Strategic business planning, Convenient of Website, Technology, Marketing and Sales, Customer/Vendor relationship, Resource Management, Trust and Target Market. Chapter Five Data analysis and Finding will find out the answer for the first question, after analyzing the results of the survey instruments with e-commerce enterprises in Vietnam, with only sixty five qualified respondents, twenty four questionnaires and using appropriate statistical method like descriptive analysis, this study has given the business environment in e-commerce of Vietnam agree with two factors: Trust and Technology, disagree with two factors: Strategic business planning and Target market, also neither agree nor disagree in four factors: Marketing and Sales, Convenient Website, Customer/Vendor Relationship and Resource Management. The finding of this study, the Trust factor is the most critical success factors and biggest influencing to Vietnam’s e-commerce market, it is also consistent with the studies were mentioned in the previous study and analyses in real-world business situation of Vietnam in Chapter Four. Chapter Six Recommendations was answered for the Second question to propose specific recommendations to the government, businesses as well as proposal and suggestion for citizens to participate in online trading. The last chapter was discussing on the understanding of government about critical success factors in e-commerce is necessary and how government could be improvement the role of state management on this field. 베트남의 전자상거래에 영향을 미치는 요인들을 다루는 연구는 많지 않다. 본 연구는 그러한 문제를 바탕으로 진행되었다. 학문적 조사를 통해, 전자상거래의 핵심성공요인, 8개의 핵심성공요인으로 전략적 사업계획, 웹사이트 편리성, 기술, 마케팅 및 판매, 판매자-고객 관계, 자원관리, 신뢰, 목표시장 등을 제시하고 있다. 베트남에서 65명을 대상으로 24개의 질문으로 이루어진 설문조사를 시행했고 적절한 통계법으로 평균과 편차를 이용하여 조사결과를 분석하여 6개의 핵심성공요인을 도출해냈다. 베트남의 전자상거래에 영향을 끼치는 핵심성공요인으로 신뢰, 웹사이트의 편리성, 기술, 마케팅 및 판매, 판매자-고객 관계, 자원관리를 제시하고 있다. 각 요소의 영향력은 달라지만 신뢰와 기술 요소가 가장 큰 영향력을 끼치는 것으로 나타났다. 또 연구자들은 전자상 거래의 여러 어려움들을 극복하고, 경쟁력을 키우고 지속 가능한 성장을 이루기 위해서는 베트남 전자상거래의 핵심성공요인에 대해 연구하는 정부관리자들이 정부를 더 잘 이해해야 한다고 설명하고 있다

중국 E-commerce Livestreaming 플랫폼에 나타난 신 소비문화 연구

리멍천 청주대학교 대학원 2022 국내박사

Recently, e-commerce livestreaming has seen a sharp increase in commodity consumption in Chinese society. From the perspective of media researchers, this e-commerce platform that can consume goods is the birth of a "new media", and it also witnesses the phenomenon of this new media spawning a new consumer culture. Therefore, I would like to understand what kind of new consumer culture e-commerce livestreaming is creating as a consumer media from the perspective of McLuhan's "media is message" and "the birth of a media has opened up another model of human life". That's what my research was all about. I set up several research questions based on the purpose of the study. What are the media characteristics of e-commerce livestreaming in consumer perception? How does e-commerce livestreaming disseminate product information? What are the consumer behavior characteristics of e-commerce livestreaming? What kind of new consumption concepts have been formed by e-commerce livestreaming? And what kind of social ideology does e-commerce livestreaming reflect as a new consumption space? In order to solve the above research questions, I mainly use the method of in-depth interviews to conduct investigations. I selected 5 consumers from the top 30 users who had the longest online time in Li Jiaqi's live broadcast room according to the background data to solve question 1 and 2. These people been involved in live broadcasts for a long time and have more experience observing e-commerce livestreaming than other consumers, so their interview materials are more objective for question 1 and 2. And also an interview with e-commerce livestreaming anchors was added to enrich the research perspective for question 1 and 2. To solve question 3 and 4, I selected 8 consumers from the top 30 users who have the most consumption times in Li Jiaqi's e-commerce livestreaming according to the background data. These people consume relatively more frequently and have more experience in the e-commerce live consumer experience, so their interview materials are more accurate for research question 3 and 4. I also interviewed research experts of sociology for the second question of question 4, hoping to summarize the social ideology reflected in the e-commerce livestreaming through the experts' interpretation of China's social ideology and combined with my previous research on e-commerce livestreaming. The research results are as follows. The media characteristics of e-commerce livestreaming in consumer perception are the The commerciality of live content, the real-time transmission of information, the two-way interaction of the communication process, and the Immersive sense of presence. These characteristics make consumers feel real and relaxed, and have access to a large amount of information, which makes up for the lack of c exchange in real life. So people are willing to spend time in e-commerce livestreaming. The way e-commerce livestreaming disseminating information is the way it persuading consumption. The live broadcast room and anchor of e-commerce livestreaming will spread a large amount of product information to consumers in a short period of time by creating an atmosphere and controlling the rhythm. In this process, consumers' emotions will change due to the atmosphere in the live broadcast room and the guidance of the anchor, thus affecting the consumption behavior. The consumer behavior of e-commerce livestreaming is mainly guided by consumer sentiment. Consumers are affected by a large amount of information in e-commerce livestreaming, generating positive emotions and negative emotions. Positive emotions stimulate consumer behavior, and negative emotions sometimes stimulate consumption behavior but sometimes discourage consumption behavior. Consumers become the core of the whole consumption. They do not take the quality of goods as the criterion for judging, but personal feelings. The new consumption environment of e-commerce livestreaming has enabled consumers to form new concepts of consumption. In e-commerce livestreaming, consumers are eager to be concerned, pursue an equal consumption environment, they hope to obtain a relaxed and pleasant consumer experience and low prices. The purpose of consumption during e-commerce livestreaming is sometimes not to buy goods, but to obtain emotional value. A new consumer culture was formed by new consumption environment, consumption persuasion methods, and consumption concepts. e-commerce livestreaming shifts the focus of consumer culture from commodities to consumers. This consumer culture has rapidly landed in China, which is related to the ideology of Chinese society's history, culture, political economy and so on. China’s management concept has always been “people-oriented” and “great harmony”, which is the same with some of the e-commerce livestreaming consumer concept. e-commerce livestreaming, meanwhile, reflects people's desire to alleviate the pressure of life through consumption because of the survival pressure of contemporary Chinese. 2020년 초 발생한 COVID-19사태는 전세계적으로 영향을 미치고 있으며, 지금까지도 세게는 COVID-19의 영향에서 벗어나지 못하고 있다. 이 사태로 인하여 전세계 경제는 막대한 영향을 받고 있으며, 그 중에서도 서비스업을 중심으로 한 3차 산업은 위기를 겪고 있다. 현재 이전의 산업체계를 회고하는 상황에서 E-Commerce Livestreaming은 중국의 새로운 소비방식으로 주목을 받으며 전통 소비산업의 전환을 이끄는 원동력으로 자리매김하고 있다. 2020년 12월 20일, 중국 인터넷 온라인 전체 상품판매액(GMV) 상위 1,000위에 오른 쇼 호스트의 인터넷 라이브 스트리밍에서 기록한 누적 판매 규모는 2,557억 위안(한화 약 48조 6,000억 원)에 달했고, 그중 타오바오 플랫폼 쇼 호스트 웨이야, 리자치, 신바는 상위 3위를 차지하며, 각 310.9억 위안(한화 약 5조 8,000억 원), 218.61억 위안(한화 약 4조 원)과 121.15억 위안(한화 약 3조 원)의 매출을 기록했다. 이와 같이, 중국 E-Commerce Livestreaming이 빠르게 성장하고 있다. 다른 소비 미디어에 비해, E-Commerce Livestreaming은 오피니언 리더를 통해 진행되면서 강렬한 사회적 교류를 바탕으로 사용자의 감성을 충족하여 쇼핑 경험을 최적화함으로써 소비의 생태계를 새롭게 구현하였다. 또한 중국에서 E-Commerce Livestreaming은 높은 매출을 기록하면서 중국 경제에서 확고한 지위를 차지하고 있다. 또한 자연스럽게 중국인들의 소비습관을 바꾸어 놓으며, 점차 새로운 소비문화로 자리잡았다. 본 연구는 소비문화의 관점을 바탕으로, 소비환경, 설득방식, 소비행동, 소비이념 등 다양한 측면에서 중국 E-Commerce Livestreaming의 소비문화에 대한 연구를 진행하였다. 이를 바탕으로 E-Commerce Livestreaming의 소비환경은 오프라인 매장과 전통 전자상거래의 특징을 융합하고, 가상기술을 활용하여 소비환경의 공간을 확장하여, 소비자에게 소비의 현장감을 제공면서 동시에 인터랙션을 통해 소비 과정에 감정 교류를 촉진한다. 이러한 소비환경 속 쇼 호스트와 라이브 스트리밍 스튜디오는 정보 커뮤니케이션의 주체로서 각각 간접 및 직접적인 방식으로 소비자에게 정보를 전달하고, 소비를 설득한다. 정보 커뮤니케이션 과정에서 소비자의 정서는 긍정적 혹은 부정적인 영향을 받으며, 각기 다른 정서에 따라 각각의 소비행동을 불러일으킨다. E-Commerce Livestreaming의 소비환경에서 사람들은 점차 새로운 소비이념을 형성하였고, 저렴한 가격과 소비과정에서의 개인적 경험을 추구하며, 원활하고 스트레스를 배제한 채, 쇼핑 과정에서 정서적, 정신적 가치를 기대한다. 이에 따라 E-Commerce Livestreaming의 소비문화에서 소비자는 단순한 상품의 본질보다는 소비과정에서 겪는 경험을 중요하게 인식한다. 중국 사회에 E-Commerce Livestreaming의 소비문화가 빠르게 발전할 수 있었던 원인은 중국 전통문화 및 사회 이데올로기와 밀접한 관련이 있다.

중국 전자상거래 추천 시스템특성과 소비자의 지각된 가치 속성이 구매의도에 미치는 영향

왕설원 목원대학교 대학원 2022 국내박사

With the rapid growth of E-commerce market, commodity information has grown exponentially, giving rise to the “information overload” and “selection overload” that has caused serious troubles to customers. Therefore, E-commerce recommendation system (ECRS) came into being. E-commerce recommendation system was an E-commerce platform that inferred the preferences and needed of potential customers according to their search history, purchase or ratings and other behavioral data, as well as the historical records of customers with similar characteristics, and then recommended products they may be interested in. It could help consumers improved decision-making efficiency, optimized shopping experience, provided precision marketing function for E-commerce platform to increase their sales revenue. Thanks to its efficiency in solving information overload and selection overload, the system has been widely used in recent years. In the mean time, relevant researches on the system by scholars had gone viral and borne fruitful results. The existing research results in China focused more on the technical improvement and algorithm optimization of the recommendation system, although the accuracy of recommendation has been greatly improved. However, the consequence of one-sided pursuit of recommendation accuracy was that the recommended goods were lacked of variety, resulting in the system’s inability to meet the personalized interests and preferences of customers and low recommendation quality. Therefore, it was urgent to explore an effective way to improve the recommended quality of the system from the perspective of customer perception. At the same time, as perceived value was of dynamic, hierarchical and subjective nature, and lack of universally applied structure and model, therefore, so far, there were few studies that combine the dimension of perceived value with the characteristics of E-commerce recommendation system to explore the factors affecting purchase intention. The author took "E-commerce recommendation system", "perceived value" and "purchase intention" as the keywords to search on Chinese academic websites, and the number of documents obtained was still quite limited, which provided much room for academic research and innovation for this study. Thus, this paper carried out an empirical research with the purpose of finding out the key factors of E-commerce recommendation system and perceived value that had impact on customers’ purchase intention. Firstly, through careful literature review and initial analysis, the four first-order dimensions of "consistency", "diversity", "credibility" and "interactivity" were incorporated into the E-commerce recommendation system as independent variables, whereas the three first-order dimensions of "economic value", "emotional value" and "functional value" were incorporated into perceived value as intermediary variables. Customer purchase intention was the dependent variable. This paper constructed the research model built upon E-commerce recommendation system - perceived value - purchase intention, put forward four research hypotheses, and designed 8 scales with 35 items. Secondly, the study used Spss 26.0, Amos 24.0 and other tools to analyzed 1068 effective questionnaires collected through the online platform in the following steps: step one, the descriptive statistical analysis of samples was carried out, and the difference was analyzed by t-test and analysis of variance; step two, common method biases, normality test, reliability and validity test for sample data was carried out; step three, correlation analysis, regression analysis and intermediary effect analysis were carried out for the correlation degree and influence degree between variables; step four, a test on the assumptions of the model was carried out. The empirical analysis results showed that E-commerce recommendation system had a significant positive effect on customers' purchase intention, customers' perceived value, whereas perceived value had a significant positive effect on customers' purchase intention, and played a significant intermediary role between E-commerce recommendation system and customers' purchase intention. All research hypotheses were valid. Based on this, the paper put forward some suggestions that E-commerce recommendation system can focused more on diversity and consistency to improved customer economic value and enhanced customer functional value from credibility and interactivity, which was conducted to upgrading the recommendation quality of the system and promoting the wider application of it to a certain extent. In the academic aspect, the research creatively put forward the four characteristics of E-commerce recommendation system, namely, consistency, credibility, diversity, interactivity, it also put forward factors that can affected customers' purchase intention the most, namely perceived value, emotional value and functional value. With some degree of innovative and practical significance, this research constructed the research model centered on E-commerce recommendation system - perceived value - purchase intention, and to a certain extent, it enriched the weak gaps of the existing research, provided a certain theoretical support for the follow-up research.

한·중 상표권 침해에 대한 전자상거래 플랫폼경영자의 법적책임 비교연구

Xiao Juan 한국해양대학교 대학원 2019 국내박사

With the development of electronic commerce (e-commerce), there are more and more cases about e-commerce platform on trade mark infringement. To decide the liability born by e-commerce platform and those who infringed the trademark right, we should make clear of the meaning of fault. In spite of the fact that there are many legislations and cases about e-commerce platform, they are still very ambiguous. In view of such fact, the e-commerce shall be made to bear more responsibilities in stead of playing a role of neutral third party. In recent years, internet technology and online shopping present a rapid development trend. In this process of development, online shopping platform also appeared a lot of good and bad goods, many of which involve fake and shoddy, false propaganda, infringement of intellectual property rights against the interests of consumers and the rights of all parties, but also on the shopping platform. Under this background, this paper tries to find whether the e-commerce platform provider should share liability with the network seller. The courts have different views on this. The fundamental reason for the existence of the differences lies in the lack of legal obligations on the providers of online trading platforms, and the ambiguous provisions on their tort liability are also ambiguous. On the basis of interpreting the relevant laws and regulations, the author studies and combs the opinions of scholars and relevant foreign legal provisions, determines the main legal status of the provider of online trading platform, and further explores the duty of review, attention obligation and subjective fault, aiming to provide a set of reference standard for the identification of infringement liability of e-commerce platform provider. This paper is divided into six chapters, the first chapter is the introduction, the sixth chapter is the conclusion. The first chapter describes the research background, research objectives and research methods. Then the structure of this paper is explained in detail. The second chapter explains the basic concept of trademark infringement of e-commerce platform. For that, the related concepts of trademark infringement is introduced, and then the concept of direct infringement and indirect infringement is introduced. In addition, the current situation of e-commerce in Korea and China is introduced. Chapter three introduces the regulations of trademark right infringement in China and Korea. It introduces the relevant provisions of Korea and the relevant provisions of China. The content of the e-commerce law of the republic of Korea briefly explains the provisions of the platform or other interested parties, and introduces the major relevant provisions or laws of the People's Republic of China on e-commerce. In particular, the e-commerce law, which came into force on January 1, 2019, is described in detail. The fourth chapter is the core content of this paper, mainly through the case introduction, arguments, trial results and inspiration points, analyzes the case of direct and indirect trademark infringement in e-commerce in Korea and China. As the largest e-commerce platform in China, Taobao plays a crucial role in identifying the development of e-commerce in China. Therefore, this paper chooses to analyze various cases on Taobao e-commerce platform. The fifth chapter presents some issues and implications on liability of e-commerce platform. Through the analysis of the above cases, it can be found that in judicial practice, the right holder sues not only the online seller alone, but also the e-commerce platform provider together. Taobao has been involved in the indirect infringement liability of trademarks many times. If there is no direct infringer and direct infringement, then the indirect infringement liability of trademarks of Taobao is like water without a source. The original intention of the establishment of the system of indirect trademark infringement is to make up for the loopholes and deficiencies in the model of direct infringement. Therefore, the direct infringement liability of the e-commerce platform providers must be investigated on the premise of direct infringement or imminent implementation. As international e-commerce between Korea and China is increasing rapidly, the trademark infringement cases will be increasing. Therefore, understanding related laws and policies of two countries are very important to prevent or to solve the disputes.

베트남의 전자상거래 개발 방안에 관한 연구 : A Study on the Solution for Developing e-Commerce of Vietnam

레반 우송대학교 일반대학원 2012 국내석사

In the emerging global economy, e-commerce and e-business have increasingly become a necessary component of business strategy and a strong catalyst for economic development. The integration of information and communications technology (ICT) in business has revolutionized relationships within organizations and those between and among organizations and individuals. Specifically, the use of ICT in business has enhanced productivity, encouraged greater customer participation, and enabled mass customization, besides reducing costs. E-commerce is a huge resource, not only when it is depleted as the kind of exploitation of natural resources, furthermore, in the era of information technology and telecommunication rushing development, it's increasingly rich and diverse. For Vietnam, e-Commerce begins to emerge in recent years. However, it growth is still modestly. The question is why the "ready" and the e-Commerce application in enterprises in Vietnam in the late era of information technology as the current boom. What are the barriers? We need what the solution to develop e-commerce? E-Commerce giving users what values? Current status of information technology applications and e-commerce by small and medium enterprises in Vietnam: Vaguely in understanding e-commerce. In a survey of 375 enterprises in the Ho Chi Minh City’s Department of Industry and Trade at the end in 2005: 74% of businesses have used email, 88% of enterprises using the Internet to find information. But businesses say they have difficulty in e-commerce applications to operate from a lack of understanding about the techniques of presenting product information, editorial content, organization and executive management website rear of the system as server, bandwidth . The survey results of more than 2,000 businesses in five major cities of VCCI in 2005 on e-commerce is very limited: 7.3% said "no know about e-commerce, "although high Internet connection rates (91%) but lower rates website (71.1%), mostly used for sending and receiving email and not for business support . The above figures are very modest results and outlining the status of information technology applications and e-commerce by small and medium enterprises. The Study of the situation and solutions for e-commerce in Vietnam is a suitable direction in the current trend. This study will contribute to help Vietnam enterprises be aware of the importance of e-commerce and the benefits it brings, as well as conditions that require e-commerce, to enterprises in particular, and Vietnam in general to take steps in accordance with this new form of trade. Chapter 2 of this topic is Overview of e-commerce, setting out the concepts, benefits and requirements of e-commerce. The aim is to initially learn about e-commerce in the process towards a comprehensive awareness and to more fully on a challenge and a new opportunity to participate in this commercial area. To understand the current status of e-commerce in Vietnam, first chapter 3 reviews the elements of infrastructure for e-commerce development in Vietnam, which highlight the development e-commerce in Vietnam in recent years. The development of e-commerce in Vietnam is still facing many difficulties and problems. To get the correct solution, first of all, we need to have the proper policy perspective. Chapter 4 refers to the in 2020, system of solutions to develop e-commerce to improve the competitiveness of Vietnam's economy clearly stating the macro measures at the national and solutions micro-enterprise level in accordance with the policy views of e-commerce development in Vietnam.

Etudes des enjeux economiques et des contraintes du commerce electronique business to consumer (B2C) : le cas du Sénégal

Diop, Fara Makha Universite Hankuk des Etudes Etrangeres. Ecole Sup 2017 국내석사

Etudes des enjeux economiques et des contraintes du commerce electronique business to consumer (B2C) : Le cas du Sénégal Notre étude sur le commerce électronique entreprises consommateurs répondait à un double objectif : identifier les déterminants du commerce électronique au Sénégal et les opportunités liées à son développement. C’est ainsi que sur la base de l’indice 2016 du commerce électronique B2C de la CNUCED, nous sommes arrivés à démontrer que le développement du commerce électronique au Sénégal était tributaire de l’infrastructure physique, numérique, mais aussi de l’acteur considéré ici comme le cyberconsommateur. Notre étude comparative entre le Sénégal et les pays asiatiques, dont notamment la République de Corée et la Chine, nous a permis de comprendre que c’est dans les pays où la téléphonie mobile intelligent connait une forte pénétration que l’accès à internet s’est démocratisé et permit par conséquent au commerce électronique B2C de réaliser des performances significatives. Par ailleurs, si l’indice B2C de la CNUCED considère, l’internet, l’utilisation des cartes de crédit, les serveurs internet sécurisés et la fiabilité du réseau postal à domicile comme les éléments les plus déterminants pour qualifier un pays comme étant prêt à se lancer dans le commerce électronique, notre analyse nous a toutefois révélé que pour des pays comme ceux d’Afrique où le taux de bancarisation dépasse rarement 15%, où beaucoup d’efforts restent à faire en ce qui concerne les infrastructures numériques et physiques, d’autres variables ( accès à l’électricité, taux d’utilisation de la téléphonie mobile) semblent être nécessairespour mesurer les performances d’un pays à se lancer au commerce électronique entreprise-consommateur. C’est pourquoi, dans le contexte d’un marché, où les produits sont rarement en bonne place, où existe également une asymétrie d’information entre les différents agents économiques ; notre question de départ s’est intéressée aux avantages que le Sénégal pourrait tirer de l’essor du commerce électronique B2C ? En effet, notre étude doit permettre, d’identifier l’impact de la levée des contraintes liées à l’essor du commerce électronique au Sénégal sur la compétitivité des entreprises, sur la distribution des biens et services. Pour ce faire, les pouvoirs publics sénégalais doivent accorder une grande priorité dans le cadre de la formulation de leurs politiques publiques, aux infrastructures nécessaires (meilleur accès à l’électricité, une meilleure connectivité…) au développement du commerce électronique. E-commerce business to consumer: constraints and challenges for economic development. Example of Senegal Our study on the e-commerce business to consumers answered both objectives: identify the determiners of the e-commerce in Senegal and opportunities to its owndevelopment. That is how on the basis of the 2016 index of e-commerce B2C of UNCTAD, we managed to demonstrate that the development of the e-commerce in Senegal was dependent on the physical, digital infrastructures, but also on the actor considered here as the cyberconsumer. Our comparative study between Senegal and Asian countries particularly Republic of Korea and China allowed us to understand that in countries where the telephony broadband knows a strong penetration access to internet became more democratic and allowed consequently the e-commerce B2C to achieve significant performances. Furthermore, if the B2C index of UNCTAD considers, the internet, the use of the credit cards, the secure Internet servers and the reliability of the mail network at home as the most determining elements to consider a country as being ready to launch into the e-commerce, our findings, however revealed us that in certain countries of Africa where the rate of access to banking services rarely exceeds 15 %, where many efforts remain to make as regards to digital and physical infrastructures, the other variables particularly the electricity access, the rate of use of the mobile telephony were necessary to know the level of preparation about the activity of the e-commerce B2C. Therefore in a context where products are rarely at the right place, where also exists an asymmetry of information between the various economic agents; our main question was the advantages that Senegal could pull in the development of the e-commerce B2C. In this respect, our study allowed to notice that if the constraints bound to the development of the e-commerce are raised, it could indeed be a way by which the consumers will have a better access to products and\or services and at the right price, companie’s will know also a better competitiveness. But to this end it is necessary to raise the socio cultural and economic obstacles. In this perspective, the Senegalese public authorities have to grant an important priority within the framework of the formulation of their public politics, in the necessary infrastructures (better access to the electricity, a better connectivity) to the development of the e-commerce.

The role of e-commerce in export development based on the survey of exporting companies in Egypt

HAIDAR HAITHAM SAYED MOHAMED SAMY Graduate School of International Studies Ajou Univ 2016 국내석사

ABSTRACT Current study tries to assess the role of electronic commerce in export development based on the survey of exporting companies in Egypt, whereas exports plays an importance role in its contribution to the Egyptian national economy .Moreover, this study dedicated to provide empirical evidence about the relationship between two constructs, usage of e-commerce technology and companies’ export performance. Primary question of the research is could e-commerce help the Egyptian companies to eliminate or at least reduce the negative effects of export barriers and improve their export performance. The structured questionnaire of the study was applied to export decision makers from the registered exporters at Egyptian international trade point database. A structured Questionnaire was used in the study to gather primary data, and 104 usable responses were gathered for data analysis, presenting an effective response rate of 20.8 percent. Findings from statistical analysis showed that the benefits of e-commerce technology who discussed in the paper were considered as very important and given the exporting companies a competitive advantage over the other companies in the domestic market and reduced the intensity of competition in the foreign market. Furthermore, e-commerce given them the ability to facilitate the contacts with overseas customers. However, export barriers whether internal and external barriers were the most important challenges for the exporters, whereas the government support could overcome these barriers especially the external barriers. On other hand, finding results indicated that in spite of the mentioned benefits of e-commerce technology, there are some technical and non-technical disadvantages related to e-commerce adoption and its implications, most of these disadvantages emerged from rapidly developing pace of the underlying technologies, which are expected to disappear once e-commerce technology more available. This study has some limitations that suggest promising prospects for the future research. Future studies can expand this research by examine the relationship between usage of e-commerce technology and companies’ export performance with a more comprehensive set of export barriers, also could do sensitivity analysis with considering the e-commerce usage in various maturity levels in the exporting companies to provide robust results.