A Comparative Study On College Students’ Internet Shopping Behavior Between China And Korea

Since the beginning of the twenty-first century, the internet has been deploying worldwide, and the pace of development becoming faster and faster. People performing business activities, based on internet technology. Consumers can do worldwide commodity trading and settlement24hours a day on the internet.In particular, China and Korea are neighbors in geographical terms. The distribution section has obvious advantages,and China’s various designs and low prices will have great effect on Korean consumers. Korean web sites are already developed and standard. That’s why it’s advantages would attract chinese consumer concerns. With the vibrant Internet trade between the two countries, many researchers have started to study Internet trading of Korea and China. Now, Network shopping comparison is one of the hottest researches.This study is aimed at college students from Korea and China, conduct research on personal characteristics and motive in online shopping, shopping behavior, perceived risk and online activity reviews.First, analyze the theory model of network shopping and analyze online shopping research status of China and Korea. The main study is discussed between Chinese and Korean college student’s difference which occurs when doing shopping on the network; that identifies six basic factors as personal characteristics, shopping motive, shopping environment,shopping behavior,perceived risk and shopping activity reviews. And for this study, use a questionnaire survey, collecting effective sample data, and SPSS for reliability and factor analysis.Following is the main conclusions:Chinese students are more innovative than Korean students, The korean students show higher impulsive shopping tendency than the chinese college students; The chinese students tend to have more utilitarian purchase activities than korean students, chinese student’s online shopping economic motive, the pursuit fashion motive and convenience motive is higher than those of Korean students; Chinese students regard the website’s commodity information relatively more important than other factors, while Korean students regard as relatively more important the website’s safety over other factors; furthermore Chinese and Korean students have no differences in the online shopping behavior factors; Overall perceived risk factors of Chinese students demonstrate higher result than Korean students; Shopping reviews of Chinese students are more active than those of Korean consumers.This research, serves to understand the difference between the shopping behavior of Chinese and Korean college students, and puts forward relevant strategies and suggestions for each countries consumer. In addition, for future comparative studies, provides an effective reference; and has certain theoretical worth and social practice meaning.