A Comparative Study On The Factors Of Affecting User Loyalty Of C2C Online Shopping Mall Between China And Korea

With the rapid development and popularization of internet technology, electronic commerce has already become the most popular trading platform in the whole world, and also increasingly increases the exchange opportunity of electronic commerce among countries. China and South Korea maintain close relation both in history and in geography. Especially, enterprise cooperation opportunities between China and South Korea continue to increase after the FTA between China and Korea finally completed the substantive negotiation in November2014. It is necessary for the two countries enterprises to understand the local consumer behavior, especially the network shopping behavior for the to gain a competitive advantage of the enterprises of China and South Korea. Through the internet technology, the modern enterprises can reduce the cost produced in the trading process with a traditional off-line way, and also more easily gatehr and obtain fitst-hand informaiton about markets of each other. It is very important for the enterprises in both China and South Korea to understand the shopping website information system which are likely to affect local consumer behavior.C2C shopping website has occupied a higher market share in both China and South Korea. The data of CNNIC show that Taobao network shopping market share reaches68.3%in C2C websites in2013, and the data of statistical bureau in South Korea indicate C2C transaction accounts for36.3%of total transactions of network shopping in2013. The C2C shopping website is the market with lower entry threshold for enterprises, so it can attract a lot of small and medium-sized enterprises. For this reason the C2C shopping website in two countries present a state of remarkable development.This paper compares and studies the influence of information system in C2C shopping website on the trust and loyalty of consumers in China and South Korea, understands the consumer attitude and behavior characteristics, as well as compares the features of C2C shopping website between two countries and the core factors that affect consumers.The mainly investigated group of this study is the young consumers aged between20and30with C2C website shopping experience, among them, the ratio of undergraduate and graduate students is very high. The usage rate of website shopping for the population aged between20and30is higher than that for other age groups, and they can be regarded as the core group of future consumption. Here the research methods adopt a questionnaire method and statistical analysis, and this paper uses statistical analysis softwares such as SPSS18.0and Amos21.0to process the received data and examine the hypothesis. The main conclusions are derived by the theoretical discussion and empirical data analysis as follows.The usage rate of website shopping for the population aged between20and30is higher than that for other age groups. There exist some differences among the factors such as information, quality and system quality of the shopping websites which affects the trust and loyalty of consumers. Firstly, in the information quality, the information accuracy influences the trust and loyalty of Chinese consumers, as well as influences consumer loyalty of South Korea. Secondly, in the system quality, the ease of website retrieval only affects the Korean consumer loyalty, website proximity only affects trust of Korean consumers, and website security just affects trust and loyalty of Chinese consumers. Thirdly, in terms of service quality, ease of ordering influences loyalty of Chinese consumers, simultaneously, influences trust and loyalty of South Korean consumer. The acceptance of the service only affects trust and loyalty of South Korean consumers, likewise, the exchange/refund service can affect the trust of consumers in both China and South Korea. Finally, consumers trust all affects consumers loyalty of both China and South Korea.