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http://dx.doi.org/10.5392/JKCA.2016.16.08.071

Effects of Consumers' Shopping Motivation on the Consumer Trust and Purchase Intention: Comparison of Chinese and Vietnamese Consumers  

Won, Sung Bin (남서울대학교 국제유통학과)
Sun, Zeng-Jun (남서울대학교 국제유통학과)
Publication Information
The Journal of the Korea Contents Association / v.16, no.8, 2016 , pp. 71-80 More about this Journal
Abstract
This study is based on the previous research which proved that "seeking convenience", "seeking low-cost" and "pleasures of shopping" are the major shopping motivation of online shopping. Research is conducted by using the trust as mediator, purchase intention as dependent variable. Also, differences between Chinese and Vietnamese consumers are applied in analysis of the model. The results were as follows: First, "seeking low-cost" and "pleasures of shopping" have positive effects on trust. Second, all shopping motivation have positive effect on purchase intention. Third, the trust has positive effect on purchase intention. Fourth, consumers' shopping motivation have significant difference in trust and purchase intention according to Chinese and Vietnamese consumers. The results of this study presented the strategic implications for operators at online shopping area.
Keywords
Electronic Commerce; Online Shopping; Shopping Motivation; Trust; Purchase Intention;
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Times Cited By KSCI : 3  (Citation Analysis)
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