Earticle

초록

영어

Currently, Mobile-commerce is active around the world, and consumers’ online activities have changed significantly from pc-base to mobile-base. Unlike IT advanced countries such as the United States, which experienced PC-based online commerce (hereafter, PC-commerce) before Mobile-commerce, developing countries such as Vietnam have a relatively short history of PC-commerce. Consumers’ experience with PC-commerce may affect their acceptance and use of Mobile-commerce. In this study, we tried to see if different online commerce histories differently affect consumers’ online purchasing behavior. We selected the United States and Vietnam, with longer PC-commerce experience and shorter one, respectively. Data were collected for the following four groups: 1) the U.S. PC-commerce (n=256), 2) the U.S. Mobile-commerce (n=283), 3) the Vietnamese PC-commerce (n=159), and 4) the Vietnamese Mobile-commerce (n=225). As results, it was first confirmed that different e-commerce histories in developed and developing countries make the online shopping process different. Second, navigability has a huge impact on consumers’ decision support satisfaction in Vietnam where PC-commerce history is shorter. Third, we identified that pre-purchase phase is more related with decision support satisfaction and that purchase phase is more related with task support satisfaction.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Theoretical Background
2.1. Pre-Purchase Phase
2.2. Purchase Phase
Ⅲ. Research Model
Ⅳ. Methods
Ⅴ. Result
Ⅵ. Discussion
6.1. Theoretical implication
6.2. Practical implication
6.3. Limitation and future study
Ⅶ. Conclusion

저자

• Pham Nguyen Bich Tram [ Master, Management Information Systems, Ajou University, Korea ]
• Cheul Rhee [ Professor, Management Information Systems, Ajou University, Korea ] Corresponding Author
• Jiyeol Kim [ Ph.D. Program, Ajou University, Korea ]

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