With the rapid spread and diffusion of Internet, the electronic commerce market is actively developing. As mass media that can attract the public, Internet has its influences increase gradually and its commercial properties be reinforced; as a result,...
With the rapid spread and diffusion of Internet, the electronic commerce market is actively developing. As mass media that can attract the public, Internet has its influences increase gradually and its commercial properties be reinforced; as a result, personal and corporate efforts continue to be made to use Internet to develop various profit-making models. With the development and changes in electronic commerce, Internet shopping malls became diversified, with goods as well as transaction modes diversified according to consumers' tastes and needs. Consequently, researches by analysis of trends and development of profit models to meet consumers' needs become important, with relevant researches under way.
The increase of overseas trips due to changes in lifestyles of modern consumers led to more opportunities to meet other races and cultures; popularization of overseas contents through such media as broadcasting and cable TVs led to more opportunities to meet foreign cultures. In addition to American and Japanese soap operas, it became possible to meet various cultures through diverse show programs and have the globalized contemporary age. With the rapid increase in the demand for 'global shopping' due to popularized Internet, the number of consumers preferring rational middle- or low-priced foreign brands is gradually increasing. As the 'niche' demand for pursuing unique, characteristic foreign-brand goods becomes generalized enough to form a cultural code, shopping malls providing buying service for relevant goods become very popular.
This phenomenon of higher preference of consumers for foreign brands and of the rapid increase in the demand can be explained by cultural paradox, value-paradox hypothesis, product crossover, and so on. People rather prefer products or advertisements of other cultures and are more favorable to and curious about exotic things. That is, Koreans in the Oriental culture show more positive and favorable attitudes toward cultural clues speaking for Western culture rather than visual or linguistic clues expressing the same Oriental culture; Western culture and values have naturally been absorbed in the process of modernization since the 20th century, forming the current Korean culture and values.
The purpose of this study is, first, to see how consumers' attitudes (favorability, reliability, purchasing intention) vary by languages (Korean vs. English), which are a visual clue of overseas buying service shopping malls, on the basis of these cultural-paradox phenomena. An attempt is also made to see how consumers' attitudes in overseas buying service shopping malls vary by languages and price perception. Second, it is to examine specialized service properties unique to overseas buying service and analyze the properties. Third, a direction is presented for reverse overseas buying service to export local brands abroad as well as import buying service.
For this purpose, this study manufactured overseas buying service shopping malls in two versions of Korean and English in terms of languages and conducted an experiment by putting them on an website so that they could be considered as actual cones. Each question in the questionnaire was rated for statistical processing, and the analytic method is as follows: Factor analysis was performed to test validity of questions and Cronbach′s α was carried out to test reliability of the scale. T-test was used to determine differences in consumers' attitudes (favorability, reliability, purchasing intention, price perception) by languages and two-way ANOVA was used to determine differences in consumers' attitudes by languages and price perception.
As a result of the survey, overseas buying service shopping malls in the English version showed more positive consumers' attitudes than those in the Korean version. This demonstrates that Korean consumers are more favorable and positive toward the English version and show more reliability on the version and feel stronger purchasing intention from it. It implies that languages play a major role as a cultural clue and have great effects on formation of attitudes toward sites. As for consumers' attitudes toward overseas purchasing service shopping malls by languages and price perception, an experiment was carried out by examining standard deviation of middle and low price and getting the middle point to see price perception; only values differed, but results were identical, by languages. The higher the price of products in the English version was perceived, the stronger and more positive consumers' attitudes were. Likewise, the higher the price in the Korean version was perceived, the higher consumers' attitudes were. This demonstrates that irrespective of languages, there are more positive attitudes toward higher price within a fixed range for middle and low price of imported products and there is sufficient purchasing intention even if the perceived price is high.
This study is significant in that there are few researches on overseas buying service shopping malls or those on site attitudes by the cultural paradox hypothesis; improved researches should be conducted through more diversified and concrete approaches in the future.
，韩语论文，韩语论文范文 |
