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

소비자의 쇼핑 동기가 온라인 쇼핑에 대한 신뢰도와 구매의도에 미치는 영향: 중국과 베트남 소비자를 중심으로

  • 원성빈 (남서울대학교 국제유통학과) ;
  • 손증군 (남서울대학교 국제유통학과)
  • Received : 2016.05.02
  • Accepted : 2016.06.02
  • Published : 2016.08.28

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

Acknowledgement

Supported by : 남서울대학교

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