모바일 인터넷 서비스에 대한 한중소비자의 선택행동에 관한 비교연구

A Comparison Study on Korean and Chinese Consumers’ Choice Behaviors of Mobile Internet Service

Drawing upon the literature of culture dimensions and consumers choice behavior, this study developed the research model which can be used to evaluate the relationship between culture dimensions and consumers choice behavior in mobile internet. At the same time, the choice behavior towards mobile internet of Korean and Chinese consumers was compared to find out the similarity and difference between two countries consumers. In order to test the model, a survey was carried out. Through the analysis, the findings not only provided theoretical evidence to the study of culture dimensions about mobile internet service but also gave empirical evidence to enterprises for demand forecasting, production and efficient allocation of marketing resources.