Research On The Effect Of Cultural Differences Between China And South Korea On Cross-border Purchase

Nowadays, trade exchanges between China and South Korea become increasingly frequent because of the implementation of the FTA between China and South Korea. And it promotes the rapid development of cross-border trade enterprises. In the background of "Internet plus", cross-border trade added new factors. Therefore, do research on the impact of cultural differences between China and South Korea in the new environment can provide a more complete theoretical support for cross-border trade enterprises, especially for cross-border trade enterprises directly to consumers.Through the literature research method, the theoretical frontier of cultural differences and cross-border purchase decision-making are summarized and sorted out. Combining the classical theory and methods in the study of cultural differences which called Hofstede’s theory of cultural dimensions, we divided it into five dimensions to explore the impact of the consumer cross-border purchase decision making. In order to further explore the impact of cultural differences between China and South Korea on cross-border purchase decisions of the path, we chose the network trust as a mediator between the two variables. We adopt the revised culture to form a strong survey questionnaire for data collection, and go through the comprehensive use of SPSS regression analysis and path analysis to verify the assumptions and theoretical model.According to the detailed empirical study, we draw the conclusion that cultural differences between China and South Korea on the causes and ways of cross-border purchase. Five dimensions of cultural differences between China and South Korea have different effects on cross-border purchase. It makes a direct impact or indirect effect on the cross border purchase decisions through different paths.