The research is aimed to provide suggestions to higher the level of green consumption awareness in South Korea and China, through comparative analysis of consumers in both countries. It also tries to understand how the consumption awareness and consumer education influences on the green consumption awareness.The study examined residents in Seoul, Korea, and Suzhou, China, and the research was conducted from March 25 to 31 in 2010. Three hundred and four samples in total were analyzed.The major results of this study were summarized as follows: First, Korean consumers' green consumption awareness is higher than that of Chinese consumers. Yet, consumers in both countries showed the lowest level in environmental participatory awareness in green consumption awareness. Second, environmental problems concern and green consumption information search is the key variable in the improvement of green consumption awareness level both in Korea and China.▲주요어(Key Words) : 환경문제관심(environmental problems concern), 녹색소비정보탐색(green consumption information search), 녹색소비의식(green consumption awareness) * 주 저 자 : 목건문 (E-mail : kuky-mu@hotmail.com) ** 교신저자 : 류미현 (E-mail : mihyun99@konkuk.ac.kr)
This study examined Chinese students' satisfaction level regarding their Korean Internet shopping mall experiences and the measured factors were pre-purchase, purchase, delivery, A/S and security, additionally, evaluate the level of repurchase intention on Chinese students living in South Korea.To accomplish these goals, an online questionnaire survey was conducted between October 1 and 10, 2011. A total of 365 questionnaires were used for the final analysis. The analysis process involved many statistical methods such as frequency, correlation and regression.The results indicate the following finding: First, Chinese students normally visited and purchased from popular Internet shopping malls and the items that they purchased the most frequently were clothing and shoes, makeup, computer and electronics. Second, the Chinese students' satisfaction level regarding their Internet shopping mall experiences was not high. They were especially worried about security matters regarding their personal or financial information. Third, their satisfaction level with the delivery process has the largest influence on their repurchase intention. Also, their gender, the length of time they had lived in Korea, the length of time they spent on Korean Internet shopping mall websites, the amount of frequency of online shopping in Korea, and their satisfaction with their purchase, the delivery process, the A/S process and security affected their repurchase intention in different degrees. The conclusion provides valuable information for devising a strategic direction for improving the foreigners' satisfaction level regarding and repurchase intention on Korean Internet shopping malls.▲주요어(Key Words) : 중국유학생(Chinese student), 인터넷쇼핑몰(internet shopping mall), 만족도(satisfaction), 재구매의도(repurchase intention)
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