Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
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A Comparative Study of On-line Social Commerce Participation Behavior of Korean and Chinese Consumers

한·중 소비자의 온라인 소셜커머스 참여행동 비교연구

  • Li, Ling (Department of Consumer and Family Sciences, Sungkyunkwan University) ;
  • Kim, Kee-Ok (Department of Consumer and Family Sciences, Sungkyunkwan University) ;
  • Hwang, Hye Sun (Department of Consumer and Family Sciences, Sungkyunkwan University)
  • 이령 (성균관대학교 소비자가족학과) ;
  • 김기옥 (성균관대학교 소비자가족학과) ;
  • 황혜선 (성균관대학교 소비자가족학과)
  • Received : 2013.03.05
  • Accepted : 2013.04.03
  • Published : 2013.04.30
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Abstract

As one of the most popular forms of social commerce, on-line social commerce can provide many benefits for consumers, such as lower prices, information sharing, and so on. This research attempted to compare the differences of social commerce participation behavior between Korean consumers and Chinese consumers. The paper also studied the effect of demographic factors and individual propensities on consumer's participation behavior, such as the need for cognition, innovativeness, interactivity, reliability, groupism, and price consciousness. The results and conclusions of this research are as follows. First, consumer's individual propensities are different between China and Korea. In general, Korean participants have a higher level of innovativeness and price consciousness and a lower level of groupism than Chinese participants. Second, the influential factors of social commerce website visiting frequency and the participation in social commerce are different between the two countries. In Korea, consumer's age, innovativeness, and price consciousness have evident effects on the visiting frequency of social commerce websites. While in China, consumer's education, job, innovativeness, and groupism are significant.

Keywords

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