e- 비즈니스연구 (The e-business Studies) Volume 17, Number 1, February, 28, 2016:pp. 293~316 ISSN 1229-9936 (Print), ISSN 2466-1716 (Online) 원고접수일심사 ( 수정 ) 게재확정일 2015. 12. 04 2015. 12. 24 2016. 02. 25 ABSTRACT
e- 비즈니스연구 제 17 권제 1 호 2016. 2. 28. 진천혜 최우진. Introduction
The Comparative Study Between China and Korea on the Factors of Online Shopping Behavior. Literature Review 1. Influencing Factors on Online Shopping Behaviors 1) Shopping Motivation
e- 비즈니스연구 제 17 권제 1 호 2016. 2. 28. 진천혜 최우진 2) Perceived Risk 3) E-commerce Trust Propensity
The Comparative Study Between China and Korea on the Factors of Online Shopping Behavior 4) Innovation and Familiarity of Online Shopping
e- 비즈니스연구 제 17 권제 1 호 2016. 2. 28. 진천혜 최우진 2. Definition of B2C and C2C and Relevant Prior Studies 1) B2C
The Comparative Study Between China and Korea on the Factors of Online Shopping Behavior 2) C2C
e- 비즈니스연구 제 17 권제 1 호 2016. 2. 28. 진천혜 최우진. Research Methods 1. Experimental Design and Survey
The Comparative Study Between China and Korea on the Factors of Online Shopping Behavior 2. Measurement of Variables 1) Shopping Motivation 2) Perceived Risk 3) E-commerce Trust Propensity
e- 비즈니스연구 제 17 권제 1 호 2016. 2. 28. 진천혜 최우진 4) Innovation of Online Shopping 5) Familiarity of Online Shopping 6) Control Variable
The Comparative Study Between China and Korea on the Factors of Online Shopping Behavior <Table 1> Operational Definitions and Scale of Variables Variables Questionnaire Previous Research Scale
e- 비즈니스연구 제 17 권제 1 호 2016. 2. 28. 진천혜 최우진 3. Analysis Methods. Empirical Analysis 1. General Characteristics and Average Features of Sample <Table 2> Demographic Characteristics of Sample Variables Measurement Item Frequency(person) Ratio(%)
The Comparative Study Between China and Korea on the Factors of Online Shopping Behavior <Table 3> Online Store Type Share Between Korea and China Country Type C2C B2C 2. Correlation Analysis Variables Average Standard Deviation <Table 4> Correlation Analysis Between Variables Correlation 1 2 3 4 5 6 7 8 9
e- 비즈니스연구 제 17 권제 1 호 2016. 2. 28. 진천혜 최우진 3. Reliability Test α α <Table 5> Results of Reliability Analysis Variables Measurement Items Average Standard Deviation Alpha Value α α α α α α
The Comparative Study Between China and Korea on the Factors of Online Shopping Behavior α α α 2. Verification of Research Problems 1) Differences for Participation in Online Shopping Behavior Between Korea and China
e- 비즈니스연구 제 17 권제 1 호 2016. 2. 28. 진천혜 최우진 <Table 6> Differences in Online Shopping Behaviors Between the Korean and Chinese Consumers Korea China F P-Value 2) Differences for Participation in Online Shopping Behavior between different Transaction Types
The Comparative Study Between China and Korea on the Factors of Online Shopping Behavior <Table 7> Differences fin Online Shopping Behaviors Depending on Transaction Types B2C C2C F P-Value 3) Differences for Participation in Online Shopping Behavior between different Countries and Transaction Types
e- 비즈니스연구 제 17 권제 1 호 2016. 2. 28. 진천혜 최우진 <Table 8> Differences in Consumer Online Shopping Behavior Depending on Countries and Korea -B2C Transaction Types Korea -C2C China -B2C China -C2C F P-Valu. Conclusion and Implications 1. Summary of Research Results and Implications
The Comparative Study Between China and Korea on the Factors of Online Shopping Behavior
e- 비즈니스연구 제 17 권제 1 호 2016. 2. 28. 진천혜 최우진 2. Research Limitations and Future Research Directions
The Comparative Study Between China and Korea on the Factors of Online Shopping Behavior References
e- 비즈니스연구 제 17 권제 1 호 2016. 2. 28. 진천혜 최우진
The Comparative Study Between China and Korea on the Factors of Online Shopping Behavior
e- 비즈니스연구 제 17 권제 1 호 2016. 2. 28. 진천혜 최우진 국문초록 온라인쇼핑참여행동에영향을미치는요인에관한한중비교연구 : C2C 와 B2C 거래유형의차이분석 *