Social Commerce: Differences Between the Korean and Chinese Consumer

Purpose: this study will look at the considered factors when using social commerce, the beneficial factors that come from shopping in social commerce, the factors that influence user satisfaction and the factors that desire to visit again, and to find differences between the Korean consumer and Chinese consumer on these factors. With the purpose of finding out these things, four research subjects are set up. Data/Methology: The principal objective of this study is to verify whether there are differences in the considered factors, shopping value factors, user satisfaction and the intent to visit again of Korean and Chinese consumers when using social commerce. The researchers collected data through self-administered questionaries from Korean and Chinese consumers who had used social commerce within six months of answering. Firstly, for social commerce users in Korea, male and female university students in Daejon and within GyeongGi area were conducted. For social commerce users in China, university students within Beijing and Shanghai were conducted. Questionaries used 305 answers, excluding those with no answers or unreliable answers. In this study a exploratory factor analysis is done to test the reliability of consider factor when using social commerce. For the method of factor analysis, on the principal component analysis and the factor rotation, the Varimax method is used. For the KMO (Kaiser-Meyer-Olkin), which shows the extent to which the correlation of the two variables are explained by the other variables, the basic value is 0.6 (Garson, 2004), the factor extraction's eigen value is over 1, and the absolute value is greater than 0.4 (Field, 2000). When this basic value is high, it is viewed to be a significance criteria. Also, to verify the internal consistency reliability of each factor, Cronbach' α coefficient is used to verify the credibility. Findings/Implications: When Korean and Chinese consumers use social commerce, it was confirmed that t