• 무역상무연구
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• 제71권
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• pp.245-265
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• 2016

A number of Chinese students who are studying in Korea have been gradually increasing since Korea and China established diplomatic relations. Many of them sale Korean products to China while studying for their degree programs in colleges. This kind of transactions can be named C2C overseas direct sales. C2C overseas direct sales which are being performed by Chinese student are good for exportation of Korean products. However Some of these transactions are not legal according to present law, First, Chinese student don't have legal status to make the transactions. Second, Chinese students usually make false declarations for evading the taxes, including tariff and VAT, Third, Chinese students can not offer the after-sale service for the goods for the Chinese consumers. Although C2C transactions have some legal matters, they should not be banned by a one-size-fits-all method. In this study, we highly recommend for the development of C2C transactions, First, Korean government should give Chinese students legal status. Second, China customs must strictly prohibit illegal activities of smuggling by taking advantage of postal route. Third, sellers in China can offer the after-sale service to consumers through some specialist A/S firms.

• 디지털융복합연구
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• 제11권5호
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• pp.169-178
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• 2013

본 연구는 한중 소비자들이 위조품을 사용하는 행동이 어떠할까? 하는 의문에서 출발하였다. 이를 위해 위조품사용실태와 위조품 제품태도, 위조품 사용만족요인 및 위조품사용 불만요인 각각에 대해 한중소비자간에 인식의 차이가 있는가를 확인하였다. 연구결과 첫째, 한중 소비자의 선호하는 위조명품브랜드에 대해 유의미한 차이가 있는 것으로 나타났으며, 한국소비자들은 루이비통에 대한 선호도가 높은 반면 중국소비자들은 샤넬에 대한 선호도가 높은 것으로 나타났다. 둘째, 한중 소비자의 선호하는 의류와 신발 위조품브랜드는 유의미한 차이가 있는 것으로 나타났다. 특히, 한국소비자는 노스페이스 브랜드 선호도가 높은 반면, 중국소비자는 컨버스 브랜드에 대한 선호도가 높게 나타났다. 셋째, 한국소비자가 중국소비자에 비해 위조품 제품태도에서 도덕적 인식이 높은 것으로 해석된다. 넷째, 한중 소비자 모두 위조품 사용 만족 요인 중 가장 높은 응답률을 보인 것은 가격이 싸다는 것이다. 끝으로, 한중 소비자 모두 위조품 사용 불만족 요인 중 가장 높은 응답률을 보인 것은 품질이 좋지 못하다는 것이다. 이러한 연구결과는 한 중 소비자의 위조품사용행동에 대한 심층적 이해를 통해, 향후 위조품사용을 줄이는 캠페인 전략을 세우는데 활용할 수 있을 것이다.

• 한국융합학회논문지
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• 제11권12호
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• pp.275-282
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• 2020

잠재력이 큰 중국 뷰티시장에 대한 관심이 커지면서, 성공적인 중국시장 진출을 위해서는 한국과는 다른 중국 소비자들의 성향에 대한 이해가 더욱 중요해지고 있다. 본 연구에서는 한국과 중국 소비자 간의 뷰티샵 선택 속성 차이를 비교하고자 하였다. 이러한 연구목적을 달성하기 위하여 점포선택요인에 대한 선행연구를 통해 뷰티샵 선택 속성을 환경적 속성, 구조적 속성, 외형적 속성, 인지도, 서비스 속성 등 5개의 구성요소로 분류하였다. 중국인 162명과 한국인 111명으로부터 각각 설문 응답을 회수하여 실증분석을 하였다. 중국인이나 한국인 모두 뷰티샵 선택 속성 중 환경적 속성 및 서비스 속성과 만족도 간의 관계는 유의하나, 나머지 속성들과 만족도 간의 관계는 유의하지 않은 것으로 나타났다. 또한 환경적 속성 및 서비스 속성과 만족도 간의 관계는 중국인과 한국인 간 유의한 차이가 존재하는 것으로 나타났다. 본 연구는 한국인과 중국인 간의 뷰티샵 선택 속성 차이를 비교함으로써 치열한 뷰티 시장의 경쟁에서 각국의 상황과 특성에 대한 이해를 바탕으로 보다 품질 높은 뷰티샵을 창업 및 운영할 수 있는데 도움을 줄 수 있다는 측면에서 그 의의를 찾을 수 있다.

• 한국지역사회생활과학회지
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• 제25권1호
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• pp.65-74
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• 2014

The globalization of Korean food has long been an important agenda for both the Korean government and food-related firms, and there have been many trials and errors because of cultural differences in food consumption habits. This study explores Chinese consumers' purchase behaviors toward chicken menus, and for a better understanding of these behaviors, the study considers differences in consumer behavior in between Chinese and Korean consumers around Daejeon, South Korea. The sample included a total of 232 respondents who provided information on their purchase behaviors toward chicken menus. A total of 13 purchasing attributes were compared through a t-test, and according to the results, there were significant differences in 6 attributes: "like the taste" (p<0.001), "as a side dish for drinks" (p<0.001), "to feel good" (p<0.01), "like all chicken dishes" (p<0.05), "for health" (p<0.05), and "low prices" (p<0.05). The results for chicken consumption indicate significant differences in frequency (p<0.05), goals (p<0.01), and expected fair prices (p<0.05). These results suggest that, to make Korean chicken dishes a global Korean menu, future research should focus on consumers' motives for purchasing chicken menus, satisfaction, and characteristics. The generalizability of the results may be limited because the survey was conducted by considering only those students in the Daejeon area. Future research should include a wider range of consumers in both Korea and China for better strategic plans for food-related firms.

• Journal of Korea Trade
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• 제27권4호
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• pp.77-100
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• 2023

Purpose - Using the Model of Goal-Directed Behavior (MGB), this study identifies the critical factors that influence consumer intention to purchase an electric vehicle (EV). This study also provides differentiated policy implications to the Korean and Chinese governments and EV-related companies for the expansion of the EV market in both countries by comparing consumers' perceptions of EV purchase intentions. Design/methodology - Our extended MGB model adds to the standard model consideration of financial incentives, perceived risks, and environmental concerns. An online survey was conducted of Korean and Chinese consumers. Based on the collected responses, all tested hypotheses were verified using PLS-SEM (Partial Least Squares-Structural Equation Modeling). Differences in the path analysis results between Korea and China were compared and verified using Henseler's MGA (multi-group analysis), the parametric test, and the Welch-Satterthwaite test. Findings - The most critical factor that influences the intent to purchase an EV in consumers from both countries is personal desire. PBC and SN were identified as the critical factors that respectively increase personal desire in Korea and China. In addition, in Korea, among the three factors EC, FIP, and PR, environmental concerns were found to have the most significant impact on attitudes and purchase intention. In contrast, in China, economic factors (specifically financial incentives) had greater importance than environmental issues. Originality/value - This study has academic contributions in that it presents a new research model that includes financial incentive policies, environmental concerns, and perceived risk variables based on the MGB to explore consumers' purchase intentions. This study can also make a practical contribution in that it provides some meaningful implications to the governments and EV-related companies of both countries based on the differences in the analysis results of the Korean and Chinese markets.

• 유통과학연구
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• 제17권6호
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• pp.85-90
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• 2019

Purpose - In China, electric vehicle industry has been increased attention as a environmental friendly transportation to solve pollution problems, and still growing to solve a technological gap issues in automobile industry. Although the interest of electric vehicle is getting bigger, there are not many studies that showing consumers' intention to purchase an electric vehicle. Because of this phenomenon, this study tried to find the factors which can affect the purchase intention of electric vehicle. Research design, data, and methodology - Drawing on the Planned Behavior Theory(TPB), this study examined attitude toward the behavior, subjective norm of environmental protection, and the influence of economic benefits on purchase intention through survey. we measure 233 Chinese samples. Results - The results showed that attitude toward electric vehicles, subjective norms of environmental protection, and economic benefits had a significant effect on purchase intention. To be specific, the consciousness of environmental protection, economic considerations, product image and its characteristic are all considerable aspects from the standpoint of Chinese consumers. In addition, we found that the higher the age group, the weaker relationship between attitude toward electric vehicle and purchase intention. Conclusion - This study suggests that diverse factors related to the purchase intention of electric car in China market and Chinese consumers. Especially, economic benefit factors, which have a statistically significant and significant influence on the purchase intention of electric vehicles, are not significant variables in the existing electric vehicle research. This result is considered to be the result of the fact that the electric vehicle is not only an automobile having an environmentally friendly factor but also a product which makes it consider the economic situation. Put together, the results of this paper give us the theoretical basis for establishing an electric vehicle marketing strategy in the rapidly changing Chinese market. Also, this paper will provide new ventures for marketing and distribution strategies for Korean companies that are looking to expand into China.

• Human Ecology Research
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• 제56권6호
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• pp.507-525
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• 2018

This study examines the consumer empowerment index for Chinese elderly consumers, the impact of socio-demographic variables, exposure to mass media, and communication about consumption on consumer empowerment. The consumer empowerment index is composed of three factors: consumer knowledge, consumer attitude, and consumer skill. Data were collected from 301 Chinese elderly consumers aged 60 to 80 years old via a professional online survey firm. The findings of the analysis were described using frequency, t-test, ANOVA, and multiple regression analysis. The results are as follows. First, the average of consumer knowledge was 35.69 points out of 100, consumer skill was 65.71 points, and consumer attitude was 68.87 points. Second, socio-demographic variables indicated that education level, previous occupation, type of residence and communication about consumption impact consumer empowerment. Elderly consumers with higher education had higher consumer attitudes and better overall consumer empowerment than those with lower education. Consumers who were self-employed workers had higher consumer skills than those of technical or service workers. Elderly consumers who live alone had higher consumer skills than those who live in a nursing home. Third, according to communication about consumption, family communication is positively associated with consumer attitudes, skills and overall empowerment, while friend communication is positively associated with consumer attitudes and overall empowerment. The findings of this study are useful in developing guidelines that help the government make consumer education systems for the elderly who want to improve consumer empowerment levels evenly among these factors.

• 한국생활과학회지
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• 제22권2호
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• pp.283-300
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• 2013

As one of the most popular forms of social commerce, on-line social commerce can provide many benefits for consumers, such as lower prices, information sharing, and so on. This research attempted to compare the differences of social commerce participation behavior between Korean consumers and Chinese consumers. The paper also studied the effect of demographic factors and individual propensities on consumer's participation behavior, such as the need for cognition, innovativeness, interactivity, reliability, groupism, and price consciousness. The results and conclusions of this research are as follows. First, consumer's individual propensities are different between China and Korea. In general, Korean participants have a higher level of innovativeness and price consciousness and a lower level of groupism than Chinese participants. Second, the influential factors of social commerce website visiting frequency and the participation in social commerce are different between the two countries. In Korea, consumer's age, innovativeness, and price consciousness have evident effects on the visiting frequency of social commerce websites. While in China, consumer's education, job, innovativeness, and groupism are significant.

• 마케팅과학연구
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• 제16권2호
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• pp.1-26
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• 2006

This article presents the results of a survey of 209 Chinese male consumers. In this study, consumer evaluations and attitude towards products made in industrialized and newly industrialized countries were obtained along with measures of consumer shopping behavior. The results indicate that industrialized countries were perceived as manufacturing products that are more reliable, technologically advanced, stylistic, and costly than newly industrialized countries. A duster analysis using moderating variables related to shopping for refrigerators, cameras, and t shirts revealed that the Chinese respondents could be grouped into four segments identified as Durables Enthusiasts, Duraoles Uninvolved, Inexperienced Shoppers, and Apparels Involved. Country attitudes and evaluations were fairly consistent across the newly industrialized countries but varied for industrialized countries across the four segments. Similar results also emerged from a correlation analysis of made in attitude scales (based on moderating shopping variables) with country evaluations. It was found that Chinese consumers' involvement with durable products was positively related to the evaluation of industrialized countries. Consumers belonging to the Durable Enthusiasts and Apparels Involved segments evaluated industrialized countries more favorably and believed to a greater extent that products made in these countries are reliable, technologically advanced, and stylistic than consumers belonging to the Durables Uninvolved and Inexperienced Shopper segments. Managerial and research implications are derived from these results.

• 무역학회지
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• 제45권2호
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• pp.157-176
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• 2020

Mobile payment services are evolving into a variety of integrated platforms that greatly affect the lives of consumers. In addition, the importance of mobile payment services is being used as a means of payment in cross-border e-commerce. Accordingly, although a number of related studies have been conducted, most of the studies are based on the technology acceptance model. This study analyzes consumer acceptance intention of mobile payment services by applying consumption value theory. Four dimensions were derived from the theory of consumption value: functional value, emotional value, social value and situational value. With this, we identified the impact on consumer acceptance of mobile payment services. The analysis was performed using a structural equation model. Researchers collected 300 copies of the questionnaire from Chinese consumers and used it for analysis. Empirical analysis shows that functional value, emotional value, social value and situational value are all increasing consumers' willingness to accept mobile payment services. In addition, only social values were showing differences in their influence on the acceptance of mobile payment services with age. This study contributes to the development of the relevant field in that few studies describe mobile payment services by applying consumption value theory.