중국소비자의 인터넷 쇼핑동기가 웹사이트태도 및 구매의도에 미치는 영향

초록

While the rapidly expanding Internet has been a big hope for online shopping in China, internet shopping is still in its infancy. In line with this observation, the purpose of this paper is to investigate how the impacts of internet shopping motivations influence attitudes toward the website and purchase intention. The findings show that there are five motives of Chinese internet shopping such as seeking convenience, seeking low-cost, seeking variety, social motivation and pleasures of shopping, respectively. These motivations have significantly direct effects on attitudes toward the website which results in a direct impact on purchase intention. Furthermore, both similarities and differences have been represented by relationships among these five motives. The authors also discuss more details and provide limitations for future directions.

키워드