earticle

영어

The main objectives of this study were to identify shopping motivation of Korean and Chinese consumers in internet shopping malls and to analyze the degree of consumer satisfaction by the typology of shopping motivation. The data were collected from 199 consumers in China and 210 consumers in Korea who purchased products in internet shopping malls, and analyzed using factor analysis, K-means cluster, reliability test, t-test, and two-way ANOVA with SPSS/PC+12.0. For this purpose, the author developed several hypotheses. First, the factor analysis resulted in six dimensions of motivation such as hedonic seeking, characteristics of product motivation seeking, knowledge acquiring motivation seeking, convenience seeking, economic seeking, and information seeking motivation. And, the results of the K-means cluster analysis indicate that a five-cluster solution appeared to be appropriate a five cluster solutions such as knowledge acquiring & convenience seeking, information seeking, multi-purpose seeking, hedonic seeking, and passive cluster. Second, it was found that there were significant differences in the hedonic motivation, characteristics of product motivation, knowledge acquiring motivation, economic motivation between Korean consumers and Chinese consumers. Third, it was found that the degree of Chinese customer satisfaction was higher than Korean consumer's. In the case of Korea, multi-purpose seeking cluster had the highest level in customer satisfaction. It was followed by information seeking cluster, hedonic seeking cluster, knowledge acquiring & convenience seeking cluster, and passive cluster as orders. In the case of China, knowledge acquiring and convenience seeking cluster had the highest level in customer satisfaction. It was followed by multi-purpose seeking cluster, hedonic seeking cluster, information seeking cluster, and passive cluster as orders. Otherwise, according to the interaction between country and consumer cluster, internet shopping mall’s customer purchase satisfaction was almost the same as each other. Fourth, in the case of Korea, there were differences on gender among consumer cluster(knowledge acquiring and convenience seeking cluster, information seeking cluster, multi-purpose seeking cluster, happiness seeking cluster, and passive cluster), but no differences on marriage, academic background, occupation, and age. In the case of China, there were significant differences among the classification of consumer cluster (knowledge acquiring and convenience seeking cluster, information seeking cluster, multi-purpose seeking cluster, happiness seeking cluster, and passive cluster) on gender, marriage, academic background, occupation, and age.

한국어

본 연구는 한국과 중국 두 나라간 인터넷 쇼핑몰 이용자의 구매동기 요인을 파악하고, 구매동기에 따라 소비자를 유형화하며, 소비자 유형별 인구통계적 특성, 만족도의 차이를 실증분석하였으며, 그 결과는 다음과 같다. 한국과 중국 인터넷 쇼핑몰을 이용하는 동기를 알아보기 위하여 요인분석을 실시한 결과, 쾌락적 동기, 구매제품 특성 동기, 지식획득 동기, 편의적 동기, 경제적 동기, 정보추구 동기 등의 6개 요인이 도출되었다. 인터넷 쇼핑몰 소비자를 동기요인에 따라 유형화한 결과, 5개 집단이 적절한 것으로 나타났으며, 각각 ‘지식획득 및 편의성 추구 집단,’ ‘정보추구 집단,’ ‘다목적 추구 집단,’ ‘쾌락성 추구 집단,’ ‘소극적 집단’으로 명명되었다. 한국과 중국 소비자간 인터넷 쇼핑몰 이용에 있어서 쾌락적 동기, 구매제품 특성 동기, 지식획득 동기, 경제적 동기에서는 유의적인 차이를 발견하였으나 편의적 동기와 정보추구동기에서는 유의한 차이를 발견하지 못하였다. 인터넷 쇼핑몰에 대한 구매만족도의 경우 한국은 다목적 추구 집단의 만족도가 가장 높았으며 그 다음으로 정보추구 집단, 쾌락성 추구 집단, 지식획득 및 편의성 추구 집단, 그리고 소극적 집단 순으로 만족도가 높았다. 중국의 경우 지식획득 및 편의성 추구 집단의 만족도가 가장 높았으며 그 다음으로 다목적 추구 집단, 쾌락성 집단, 정보추구 집단 그리고 소극적 집단 순으로 만족도가 높았다. 그리고 소비자 동기 집단별로 인구통계적 특성의 차이를 분석한 결과, 성별은 차이가 있는 것으로 나타났으며, 결혼여부, 학력, 직업, 연령은 차이가 없는 것으로 나타났다.