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


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.


Electronic Commerce;Online Shopping;Shopping Motivation;Trust;Purchase Intention


Supported by : 남서울대학교


  1. 中國互聯网絡信息中心(CNNIC), 第37次中國互聯网絡發展狀況統計報告, 2016.
  2. 서문수, 박세운, 신철, "중국소비자의 쇼핑동기가 e-스토어 속성과 재구매의도에 미치는 영향," 산업경제연구, 제22권, 제3호, pp.1487-1511, 2009.
  3. E. M. Tauber, "Marketing Notes and Communication: Why Do People Shop?," Journal of Marketing, Vol.36, No.4, pp.46-59, 1972.
  4. R. A. Westbrook and William C. Black, "A Motivational-based Shopper Typology," Journal of Retailing, Vol.61, pp.78-103, 1985.
  5. B. J. Babin, W. R. Darden, and M. Griffin, "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Vol.20, No.4, pp.644-656, 1994.
  6. Li, Hairong and Martha G. Russell, "The Impact of Perceived Channel Utilities Shopping Orientations, and Demographics on the Consumer's Online Buying Behavior," Journal of Computer Mediated Communication, Vol.5, No.2, pp.1-20, 1999.
  7. K. Hammond, G. McWilliam, and A. N. Diaz, "Fun and Work on the Web: Differences in Attitudes between Novices and Experienced User," Advances in Consumer Research, Vol.25, pp.372-378, 1998.
  8. T. L. Childers, C. L. Carr, J. Peck, and S. Carson, "Hedonic and utilitarian motivations for online retail shopping behavior," Journal of Retailing, Vol.77(winter), pp.511-535, 2001.
  9. D. M. Koo, J. J. Kim, and S. H. Lee, "Personal Values as Underlying Motives of Shopping Online," Asia Pacific Journal of Marketing and Logistics, Vol.20, No.2, pp.156-173, 2008.
  10. S. Sahney, K. Ghosh, and A. Shrivastava, "Buyer's Motivation for Online buying: An Empirical Case of Railway E-tickting in Indian Context," Journal of Asia Business Studies, Vol.8, No.1, pp.43-64, 2014.
  11. 황덕란, 최영찬, 김미영, 문정훈, "온라인 쇼핑몰에서 소비자의 쇼핑 동기와 감정이 쇼핑 행동에 미치는 영향: 구매경험자와 잠재구매자간의 차이분석," 경영연구, 제22권, 제2호, pp.347-375, 2007.
  12. J. Sheth, B. Newman, and B. Gross, Consumption values and market choices, theory and applications, Cincinnati: South-Western Publishing Co, 1991.
  13. 이성호, "온라인 해외직접구매를 이용하는 소비자의 이용동기에 대한 연구," e-비즈니스연구, 제15권, 제6호, pp.39-55, 2014.
  14. M. B. Holbrook and E. C. Hirschman, "The experiential aspects of consumption: Consumer fantasies, feelings, and fun," Journal of Consumer Research, Vol.9, No.2, pp.132-140, 1982.
  15. Christy C. Matthew and K. O. Lee, "Trust in Internet shopping: A Proposed Model and measurement instrument," Americas Conference on Information System, pp.681-689, 2000.
  16. 최재용, 인터넷 쇼핑몰 이용자들의 구매동기가 신뢰와 만족에 미치는 영향에 관한 연구: 전문몰을 중심으로, 공주대학교, 석사학위논문, 2009.
  17. Moe, Wendy, "Buying, Search, or Browsing : Using In-Store Navigational Click-stream to Identify a Typology of Store Visits," Working Paper, 2001.
  18. 손증군, O2O 특성이 매력도, 신뢰도와 수용의도에 미치는 영향: 한.중 외식산업을 중심으로, 공주대학교, 박사학위논문, 2015.
  19. Lin Fang and J. H. Lee, "A Study on the Effect of Shopping Motivation of Social Commerce on Flow, Trust and Purchase Intention," JDS, 2012(6), pp.295-303, 2012.
  20. 이용기, 김명선, 유동근, 정남호, "인터넷 쇼핑동기에 따른 소비자 감정적 반응의 유형 비교," 마케팅논집, 제18집, 제1호, 통권45호, pp.97-115, 2010.
  21. J. E. Collier and C. C. Bienstock, "Measuring service quality in e-retailing," Journal of Service Research, Vol.8, No.3, pp.260-275, 2006.
  22. 손증군, 문영주, 이종호, "소셜커머스 속성이 신뢰, 몰입과 충성도에 미치는 영향," 한국콘텐츠학회논문지, 제12권, 제2호, pp.265-275, 2012.
  23. 손증군, "소셜커머스와 온라인 쇼핑몰의 수용의도와 추천의도에 영향을 미치는 요인," 한국콘텐츠학회논문지, 제14권, 제3호, pp.352-360, 2014.
  24. 조세형, 이충무, "온라인 구매사이트의 정보콘텐츠가 정보서비스만족도 및 구매의도에 미치는 영향: 영화상품을 중심으로," 한국콘텐츠학회논문지, 제12권, 제7호, pp.323-335, 2012.
  25. 송지준, 논문작성에 필요한 SPSS/AMOS 통계 분석방법, 21세기사, 2009.