Online versus Offline B2C Shopping - A Multinational Comparison

다국어 초록 (Multilingual Abstract)

  Purpose
  This study explores whether consumers from USA, India, and Korea are motivated by similar sets of motivational factors in choosing between online versus offline or traditional stores.
  Methodology
  In the USA, it was a single mail out survey. In India, it was personal interviews of households randomly selected from a consumer panel. For Korea, the original USA B2C survey form was translated into Korean and then handed out by students to either a parent or an adult consumer.
  Findings
  Results suggest that the three groups are indeed different in terms of shopping motivations, influencing their preference for shopping mode ？ online versus offline.
  Limitations
  One limitation is sampling frame and sampling procedure. Another is the possibility that we may have missed some shopping motivation dimensions unique to each country and sub-culture.
  Practical Implications
  Data on motivational differences among consumers in different countries should help online and offline retail managers be more effective in planning and implementing retailing mix strategies, thus enhancing consumer satisfaction. The results also hold important implications in the areas of segmentation and targeting, by not trying to sell everything to everyone in the same manner.
  Originality/Value
  Three country study. Middle class consumer data from one developed (USA), one advanced developing (Korea) and one developing but huge consumer market (India)