온라인쇼핑카트 포기 요인에 관한 연구:한국과 중국의 비교를 중심으로

Abstract

In spite of increasing e-Commerce, online shopping cart avoidance has been a crucial problem for Internet business. This study examined the effects of shopping orientation and nationality on online shopping cart avoidance. A questionnaire survey was performed for the study in Korea and China. The final sample size was 304, including 150 Korean online consumers and 154 Chinese online consumers. As results, there found significant differences of shopping cart avoidance exist between Korea and China, and the three different types (economic and convenience orientation, variety orientation and recreation orientation) of shopping orientations. However, there is no significant difference among the same shopping orientation type in Korea and China. Implications and further research were suggested in conclusion based on the results.