Journal of Families and Better Life (가정과삶의질연구)

Korean Home Management Association (가정과삶의질학회)
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Chinese Students' Satisfaction Level with the Korean Internet Shopping Mall Purchase Process and Their Repurchase Intention

한국 인터넷쇼핑몰 구매과정에서의 소비자만족도와 재구매의도: 한국 거주 중국 유학생 소비자 중심으로

  • Cui, Ming (Dept. of Consumer Information Science, Konkuk Univ.) ;
  • Ryu, Mi-Hyun (Dept. of Consumer Information Science, Konkuk Univ.) ;
  • Lee, Seung-Sin (Dept. of Consumer Information Science, Konkuk Univ.)
  • 최명 (건국대학교 소비자정보학과) ;
  • 류미현 (건국대학교 소비자정보학과) ;
  • 이승신 (건국대학교 소비자정보학과)
  • Received : 2012.05.15
  • Accepted : 2012.06.20
  • Published : 2012.08.31
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Abstract

This study examined Chinese students' satisfaction level regarding their Korean Internet shopping mall experiences and the measured factors were pre-purchase, purchase, delivery, A/S and security, additionally, evaluate the level of repurchase intention on Chinese students living in South Korea. To accomplish these goals, an online questionnaire survey was conducted between October 1 and 10, 2011. A total of 365 questionnaires were used for the final analysis. The analysis process involved many statistical methods such as frequency, correlation and regression. The results indicate the following finding: First, Chinese students normally visited and purchased from popular Internet shopping malls and the items that they purchased the most frequently were clothing and shoes, makeup, computer and electronics. Second, the Chinese students' satisfaction level regarding their Internet shopping mall experiences was not high. They were especially worried about security matters regarding their personal or financial information. Third, their satisfaction level with the delivery process has the largest influence on their repurchase intention. Also, their gender, the length of time they had lived in Korea, the length of time they spent on Korean Internet shopping mall websites, the amount of frequency of online shopping in Korea, and their satisfaction with their purchase, the delivery process, the A/S process and security affected their repurchase intention in different degrees. The conclusion provides valuable information for devising a strategic direction for improving the foreigners' satisfaction level regarding and repurchase intention on Korean Internet shopping malls.

Keywords

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