International Journal of Costume and Fashion

  • 제12권1호
  • /
  • Pages.65-82
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  • 2012
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  • 2233-9051(pISSN)
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  • 2288-7490(eISSN)
한국복식학회 (The Korean Society of Costume)
권호 표지

Comparative Study on the Trust and Purchase Intention of Korean and Chinese Consumers by Web Design Factors of Open Market Websites

  • Choi, Yean (Seoul National University) ;
  • Lee, Yu-Ri (Seoul National University & Research Institute of College of Human Ecology, Seoul National University)
  • 투고 : 2011.11.05
  • 심사 : 2012.05.17
  • 발행 : 2012.06.30
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초록

This study examines open market websites of Korea and China and identifies differences in the web design factors so as to verify how the design factors affect consumers' trust and purchase intention in the open market websites. Two hundred consumers, respectively in Korea and China, filled out survey questionnaires. According to the survey result, design factors of open market websites of both countries consisted of context, contents, communities, communication, connectivity and commercial transaction; and trust-building factors were comprised of customer services, product perception and security perception. This study found that there was no significant difference in the design factors of open market websites between the two countries, but trust levels in accordance with design factors and purchase intention in accordance with trust level differed by country. Therefore, this result would help Korean companies targeting Chinese consumers understand that there are differences between Korean and Chinese consumers in their trust level and purchase intention in accordance with open market website designs; encourage Korean online shopping malls to move to the Chinese market; and provide rich insights into developing marketing plans based on the different web design factors of Korean and Chinese open markets.

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