In 2008 company named “Groupon” was founded in USA, since when social commerce arise worldwidely. In 2010 social commerce market got power full-scaledly in S. Korea and China. Social commerce markets in S. Korea and China developed rapidly and are...
In 2008 company named “Groupon” was founded in USA, since when social commerce arise worldwidely. In 2010 social commerce market got power full-scaledly in S. Korea and China. Social commerce markets in S. Korea and China developed rapidly and are respectively led by sites of Ticket Monster, We make price and Coupang, and by sites of Lashou, Meituan and Nuomi. However, as this market spread, problems like service quality decline and consumers’ complaints occurred. The current study examined consumers’ dissatisfaction and complaints, and analyzed the differences between S. Korea and China.
The current study examined the present situation of social commerce in two countries, reviewed existing related researches, designed questionnaire based on the literature. From 6th to 25th of October this year questionnaire s were delivered to 382 20s and 30s S.Korean and Chinese people through Internet. Delivery range include Chinese cities Beijing, Xinjiang, Hebei and Shanghai, and S.Korean districts Seoul, Inechon, Kangwando. SPSS18.0 was adopted to do frequency analysis, T-test, one-way ANOVA, Scheffe’s Multiple Range Test, multiple crossing-over analysis, correlation and multiple regression analysis.
The analysis results came out as:
Firstly, Chinese consumers have higher visiting frequency, higher purchase frequency, more diverse purchase items and use more diverse mediums than S. Korean consumers. This result is supposed to be caused by the situation that internet shopping, home shopping, such as a larger growth, and so far consuming level is much higher than earnings, and people are attracted by 50% discount.
Secondly, Chinese consumers were ed to be more satisfied with social commerce than S. Korean ones, and this disparity is significant.
Thirdly, Chinese consumers committed more complaining behaviors than S. Korean ones and this difference was verified to be significant. It is supposed that this phenomenon is caused by lack of legal regulation on social commerce market in China.
Based on the analysis conclusions above, the current study propose some suggestions on improving consumer policy and education.
Firstly, because S. Korean electronic trade is comparatively more developed and policy-ruled than China, Chinese social commerce consumers have committed more complaining behaviors than S. Korean consumers. Both two countries start social commerce in the same year 2010, and related legal regulations are insufficient. In the future as the market rapidly develop more diverse problems are possible to arise, so it is necessary for both government to formulate related policies and laws.
Secondly, as a new form of trade, electronic trade may be not well known by many consumer, so it is necessary for consumers and government to receive related education. According to the study results, there was almostly no Chinese or S. Korean consumers to express complaints through legal channels, even though they were much dissatisfied. So it is necessary to educate consumers to deal with dissatisfaction and resolve the problems.
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