한ㆍ중 대학생 인터넷쇼핑에 대한 태도 및 이용의도에 관한 연구

A Comparative Study on College Students Consumer’s Attitude and Intention to Use Internet Shopping between Korea and China

Many foreign enterprises have begun to pay attention to China market recently, and enter this big market successively. Thus, it is very essential and valuable to understand China internet market well, especially the internet shopping mall market, and to find out the best strategy to build the internet shopping mall in China.The purpose of this comparative study is; (a) to compare with college students consumer’s attitude and intention to use internet shopping, (b) to understand the use status of China internet shopping and the purchase situation of Chinese consumer, (c) basing on existing research, to master consumers’ consideration items while making the purchase decision, and also master the advantages and disadvantages of internet shopping which consumers realized.