The on-line shopping in Chinese market is growing at high rate due to the recent wide spread of internet and also the improvement of safety in electronic payment and perfection of logistics system in China. Many of the Chinese enterprises and customer...
The on-line shopping in Chinese market is growing at high rate due to the recent wide spread of internet and also the improvement of safety in electronic payment and perfection of logistics system in China. Many of the Chinese enterprises and customers undergoing the world wide economic recession have directed their attention to the low cost online shopping.
The number of internet users have been stable in growth and the user number has reached 270 million by 2008, the second largest population in the world.
The purpose of this study is as follows:
First, to analyze the effect of demographical statistical variables and purchasing factors on the satisfactions of Korean products in on line shopping market of China.
Second, by selecting the independent variables such as site reliability, service diversification, site informational quality, brand personality, national image, and product diversification, we are trying to regulate these factors' effects on the shopping satisfaction of Korean products and re-purchase intention.
Third, through the analytical results, we are trying to have an overall understanding of what the popular Korean products are in the Chinese internet market and to provide implications for establishing successful strategies of Korean products in the perspective of enterprises.
This study centers on the Chinese consumers' re-purchase intention on the Korean products in the internet shopping malls and examines the relationships between the factors such as demographical characters, site reliability, service diversification, site informational quality, national image, brand personality, product diversification and Korean products satisfaction and re-purchase intention.
To analyze and examine the validity and reliability of the surveyed questionnaires, Cronbach's α parameters, exploratory factor analysis and confirmatory factor analysis have been used.
The results of this research were as follows:
First, the education background, age and purchasing frequency in terms of the demographical characteristics has an positive effects on the post purchase satisfaction.
Second, the diversification of service of the internet shopping mall has negative effects on the satisfaction of Korean products.
Third, this study has shown that the brand characteristics of internet shopping malls have significant effects on the satisfaction of Korean products.
Fourth, this results of this study demonstrate that the national image of the internet shopping malls has significant effects on the satisfaction of Korean products.
Fifth, this study shows that the diversification of products in the internet shopping malls has significant effects on the satisfaction of Korean products.
And last, the satisfaction on the Korean products in the internet has significant effects on re-purchase intention.
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