Earticle

초록

영어

With the rapid growth of the global economy and advancements in information technology, e-commerce platforms have become essential to modern business, particularly in the key markets of China and South Korea. Consumer behaviors in online shopping are evolving, making it crucial to understand the factors influencing their intention to use e-commerce platforms. This study, based on the Technology Acceptance Model, examines the impact of social influence, price utility, previous experience, and risk on platform usage intentions, comparing consumer perceptions in the two countries. The research objectives include analyzing the current status and characteristics of B2C e-commerce markets in China and South Korea, conducting an empirical analysis of 11 hypotheses, comparing cross-country differences in usage intentions, and offering policy recommendations. Data collection involved a literature review, theoretical analysis, and questionnaire surveys, with statistical analysis performed using SPSS and AMOS. Key methods included structural equation modeling. Findings reveal that perceived value significantly influences continued usage intentions, with differences observed between Chinese and Korean consumers due to varying market maturity and platform attributes. Chinese users prioritize social influence and price utility, while Korean users emphasize risk and usability. Recommendations for platform providers include enhancing perceived value, improving platform compatibility, fostering partnerships, and encouraging innovation.

목차

Ⅰ. Introduction
Ⅱ. Literature Review
Ⅲ. Data and Methodology
Ⅳ. Empirical Analysis
Ⅴ. Conclusion
Reference

키워드

저자

• Cui, Ying-Yue [ 한국해양대학교 무역경제학부(과) 박사 ]
• Jaewook Lim [ 한국해양대학교 국제무역경제학부 교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  세계해양발전연구 [Journal of Ocean Development]

• 간기

  연간

• pISSN

  2287-1497

• 수록기간

  1994~2025

• 십진분류

  KDC 326 DDC 338