LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

온라인 쇼핑 참여행동에 영향을 미치는 요인에 관한 한중비교연구: C2C와 B2C거래 유형의 차이 분석

Author

진천혜, 최우진

Journal Title

e-비즈니스연구

Publication Year

2016

Topics

Summary

This study analyzed the factors influencing online shopping purchase behavior of Korean and Chinese university students based on the type of online shopping mall (B2C, C2C). The results showed that Korean consumers had higher economic and social motivations for B2C, while Chinese consumers had higher motivations for C2C. Additionally, Chinese consumers showed lower trustworthiness regarding non-face-to-face risk and information leakage risk compared to Korean consumers, indicating a need for improvement.

Journal Influence

[e-비즈니스연구]