ABSTRACT
Attitude of Chinese undergraduate consumers regarding
Korean internet fashion shopping malls
- centering on ‘Stylenanda’, ‘Partysu’, and ‘Naning9’ -
Korea and China have a close relationship historically and geographica...
ABSTRACT
Attitude of Chinese undergraduate consumers regarding
Korean internet fashion shopping malls
- centering on ‘Stylenanda’, ‘Partysu’, and ‘Naning9’ -
Korea and China have a close relationship historically and geographically, and have similar oriental cultures. Because China and Korea have entered into a diplomatic relationship, there has been an increase in political, economic, and cultural exchanges between the two countries, and the internet shopping mall business is a major trend. In particular, because of the Korean wave frenzy, young Chinese are largely focused on the online fashion market of Korea. In this context this conducted research on Chinese consumers in their 20s who have used Korean internet shopping malls before, to examine the attitude of Chinese consumers regarding the Korean internet fashion shopping malls ‘Stylenanda’, ‘Partysu’, and ‘Naning9’, and examined the service quality factors of Korean internet fashion shopping malls and fashion product evaluation factors and furthermore the affinity towards the Korean wave to find a correlation. In addition to the similarities of each fashion shopping mall, each one was compared and analyzed to suggest marketing implications for Korean internet fashion shopping malls wanting to expand into the Chinese market.
This study conducted a questionnaire survey on consumers who were undergraduates in their 20s living in Qingdao, China who have shopped at Korean internet shopping malls before. Three hundred and seventy-nine surveys were used in the final analysis. The SPSS Statistics 21 program was used for the data analysis, and frequency analysis, factorial analysis, reliability analysis, descriptive statistics analysis, One-War ANOVA, Duncan test, and regression analysis were all performed.
The main findings of the study are as follows.
First, the analysis results regarding clothing purchase behavior of Chinese undergraduates at Korean internet fashion shopping malls showed that the largest percentage were people who have used internet fashion shopping malls for 6 months or more. For frequency of visit, 3-4 times a week was the most popular answer. Thirty minutes to 1 hour was the most popular answer for average time spent on one visit. One to two times a month was the highest value for the number of purchases, and less than 200 yuan (less than 40,000 KRW) was the highest for mean purchase amount. Regarding how they found the three fashion shopping malls, most answered through the internet, and the most purchased item was outers clothes.
Second, the results of comparing the satisfaction level for the system of ‘Stylenanda’, ‘Partysu’, and ‘Naning9’ showed that system satisfaction was highest for Stylenanda, and system satisfaction for the other two shopping malls also appeared to be higher than average. Additionally, comparing satisfaction with products from ‘Stylenanda’, ‘Partysu’, and ‘Naning9’ showed that product satisfaction was also the highest for Stylenanda, and satisfaction with the other two shopping malls appeared to be higher than average.
Third, examining the correlation between system satisfaction and the service quality evaluation factors of ‘Stylenanda’, ‘Partysu’, and ‘Naning9’ showed that the system stability factor had a positive influence on system satisfaction for all three shopping malls. The system structure excellence factor had a positive influence on the system satisfaction for ‘Stylenanda’, while service efficiency and interactivity factor had a positive influence on system satisfaction for ‘Partysu’.
Fourth, examining the correlation between product satisfaction for ‘Stylenanda’, ‘Partysu’, and ‘Naning9’ with Korean fashion product evaluation factors showed that, design factors and quality excellence factors of the three shopping malls had a positive influence on product satisfaction.
Fifth, results of evaluating the similarity between ‘Stylenanda’, ‘Partysu’, and ‘Naning9’ showed that product design, advertising and promotion, operation method, and service were perceived as similar between the three shopping malls, whereas there was a contradictory perception regarding product assortment and pricing according to which shopping mall was frequented.
Sixth, examining the correlation between the affinity to the Korean wave with Korean internet fashion shopping mall satisfaction showed that the affinity to the Korean wave had a positive influence on the satisfaction from ‘Stylenanda’, ‘Partysu’, and ‘Naning9’.
The results of this research is anticipated to be useful information in forming an efficient operating system and improving marketing strategies for internet fashion shopping malls planning to enter or already in the Chinese consumer market. Furthermore, it is anticipated to enhance the efficiency for Chinese consumers to purchases products through Korean internet fashion shopping malls.
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