earticle

영어

Due to the speedy development of information technology and the growth of Internet users, global e-commerce market is growing explosively. E-commerce transcends time and spatial restrictions of the existing market and creates a whole new market by making the whole world into one pool. This study suggest that there are cultural differences between Korea and China, and are different level of Internet infrastructure, such as use of Communication Media. Because of this difference, this study is focused on what types of different attitude Internet users have and why they have different attitude. The purpose of this study is to examine the effect of communication media in Internet shopping mall between Korea and China. Influencing factors of communication media use are consisted of usability, purchasing risk, information quality and commercial practice. For proof of research model, 361 data samples collected from Korean and Chinese undergraduate students. SPSS 12.0 and PLS package program were used to test the hypotheses. As the result, this paper has proved some differences of on-line communication media between Korea and China.