【作者】 宋基兰（Song gee ran）；

【导师】 王瑞金；

【作者基本信息】 山东大学 ， 管理科学与工程， 2013， 硕士

【摘要】 21世纪以来,随着全世界网络的普及以及高速发展,互联网技术为人们从事商务活动提供了极大便利,消费者通过网络24小时都可以在全球范围内进行商品交易及结算。中国和韩国是邻国,在物流配送送方面有明显的优势,还有中国的款式多样、价格低廉的商品在韩国消费者中很受欢迎,韩国网站的成熟与规范也吸引了中国消费者的关注。随着两个国家之间网上贸易约活跃,很多研究者都开始了以中韩电子商务为目标的研究内容,其中网络购物的中韩比较是其研究的热点之一。本研究以中韩大学生为主体,探讨网络购物的个人特征与动机、购物行为、感知风险及购物评论活动。本文首先分析网络购物理论模型及中国和韩国的网络购物研究现状,主要研究及探讨中韩大学生在网络购物过程当中的区别,为此确定了六个因素来检验,分别为个人特征、购物统计、购物环境、购物行为、感知风险及购物评论活动,并对中韩大学生做问卷调查,用所得的数据对假设进行验证。通过实证研究发现：中国大学生的创新性高于韩国大学生,韩国大学生的购物冲动性高于中国大学生；中国大学生比韩国大学生倾向于获得实利的购买活动,中国大学生在网络购物经济性动机、追求时尚动机和便利动机方面高于韩国大学生；中国大学生在看重网站的商品信息方面高于韩国大学生,韩国大学生在看重网站安全性方面高于中国大学生；中韩大学生在网上购物行为上没有明显区别；中国大学生的感知风险要高于韩国大学生；中国大学生的发表购物评论的倾向性高于韩国消费者。通过本文的研究,可了解中韩大学生的购物行为的区别,并由此提出对各国消费者行为研究的相关策略和建议,为以后的深入比较研究提供了有效的参考,具有一定的理论价值和实践意义。更多还原

【Abstract】 Since the beginning of the twenty-first century, the internet has been deploying worldwide, and the pace of development becoming faster and faster. People performing business activities, based on internet technology. Consumers can do worldwide commodity trading and settlement24hours a day on the internet.In particular, China and Korea are neighbors in geographical terms. The distribution section has obvious advantages,and China’s various designs and low prices will have great effect on Korean consumers. Korean web sites are already developed and standard. That’s why it’s advantages would attract chinese consumer concerns. With the vibrant Internet trade between the two countries, many researchers have started to study Internet trading of Korea and China. Now, Network shopping comparison is one of the hottest researches.This study is aimed at college students from Korea and China, conduct research on personal characteristics and motive in online shopping, shopping behavior, perceived risk and online activity reviews.First, analyze the theory model of network shopping and analyze online shopping research status of China and Korea. The main study is discussed between Chinese and Korean college student’s difference which occurs when doing shopping on the network; that identifies six basic factors as personal characteristics, shopping motive, shopping environment,shopping behavior,perceived risk and shopping activity reviews. And for this study, use a questionnaire survey, collecting effective sample data, and SPSS for reliability and factor analysis.Following is the main conclusions:Chinese students are more innovative than Korean students, The korean students show higher impulsive shopping tendency than the chinese college students; The chinese students tend to have more utilitarian purchase activities than korean students, chinese student’s online shopping economic motive, the pursuit fashion motive and convenience motive is higher than those of Korean students; Chinese students regard the website’s commodity information relatively more important than other factors, while Korean students regard as relatively more important the website’s safety over other factors; furthermore Chinese and Korean students have no differences in the online shopping behavior factors; Overall perceived risk factors of Chinese students demonstrate higher result than Korean students; Shopping reviews of Chinese students are more active than those of Korean consumers.This research, serves to understand the difference between the shopping behavior of Chinese and Korean college students, and puts forward relevant strategies and suggestions for each countries consumer. In addition, for future comparative studies, provides an effective reference; and has certain theoretical worth and social practice meaning.更多还原