중국소비자의 한국직구왿� 한국소비자의 국내 온라인구매 간의 서비스품질 속성에 관한 인식차이의 비교연구 (A Comparative Study of Korean and Chinese Customers’ Recognition on the Service Quality Attributes of Online Shopping)

The purpose of the study is to compare Korea consumers’ domestic online shopping with Chinese consumers’ cross-border e-commerce by Korea online shopping in regard to the service quality attributes with logistics service views. The proposed model in this study is based on multi-level approaches. For sampling as a process for hypothesis verification, six hundred of questionnaires were given to customs who have experienced Korea internet shopping in Shanghai China and Busan Korea. The answered data of 516 questionnaires were used. and the proposed structural equation model is estimated via Amos 21.0 program. The results of this study are as follows: First, there are many differences in both countries on Design, Information quality, Convenience and Kindness in the measurement weights. Second, there are many differences also in both countries except Service Quality, Interaction Quality, Security, Communication, Delivery, After Service in standardized path coefficient comparisons. Finally, Korean customers are higher than Chinese customers on Return factor in structural equation path coefficient comparisons. Based on the conclusions, various suggestions are also presented.

The purpose of the study is to compare Korea consumers’ domestic online shopping with Chinese consumers’ cross-border e-commerce by Korea online shopping in regard to the service quality attributes with logistics service views. The proposed model in this study is based on multi-level approaches. For sampling as a process for hypothesis verification, six hundred of questionnaires were given to customs who have experienced Korea internet shopping in Shanghai China and Busan Korea. The answered data of 516 questionnaires were used. and the proposed structural equation model is estimated via Amos 21.0 program. The results of this study are as follows: First, there are many differences in both countries on Design, Information quality, Convenience and Kindness in the measurement weights. Second, there are many differences also in both countries except Service Quality, Interaction Quality, Security, Communication, Delivery, After Service in standardized path coefficient comparisons. Finally, Korean customers are higher than Chinese customers on Return factor in structural equation path coefficient comparisons. Based on the conclusions, various suggestions are also presented.