소비자의 Internet 및 e-Biz 이용에 대한 태도적 특성 -한국과 일본의 옥션 사이트 비교분석-

The Attitude Characteristics of Consumers using Internet & e-Biz - A Comparative Analysis on Korea & Japan's auction websites -

The main purpose of this study is to statistically analyze the difference between Korea and Japan's consumer attitudes towards e-commerce through the use of auction websites. Here are the results. First, there was a significant difference between the Korean user's attitude and the Japanese user's attitude towards Internet usage; especially, the Japanese user's attitude towards convenience showed a much higher degree than that of the Korean user. Second, Korean users preferred brand image to price, while Japanese users preferred price to brand image. Third, both the Korean users and the Japanese showed a positive relationship between Internet usage and the use of e-commerce. In contrast to the Korean user's frequent use of the bulletin board, Japanese users tended to use the bulletin board less frequently.