Original scientific paper

https://doi.org/10.17559/TV-20190112042354

Factors Influencing Purchase Intention on Mobile Shopping Web Site in China and South Korea: An Empirical Study

Xuan Wen orcid.org/0000-0002-1342-8706 ; School of Information Management, Wuhan University, No. 299 Bayi Road, Wuchang District, Wuhan City, Hubei Province, China
Yiran Li ; School of Information Management, Wuhan University, No. 299 Bayi Road, Wuchang District, Wuhan City, Hubei Province, China
Cong Yin ; Chongqing Intellectual Property School, Chongqing University of Technology, No. 69 Hongguang Avenue, Banan District, Chongqing, China

Abstract

The research objective of this study is to analyze the factors that influence consumers' perceptions of using mobile commerce services for online shopping in China and South Korea using ordered logistic regression analysis. We constructed the research model using the three dimensions of individual characteristics, shopping motivations and the characteristics of mobile shopping. We discovered that shopping frequency, utilitarianism, instant connectivity, and personalized information push positively impact the customers’ intention to use mobile phones in China. The results of the marginal effects indicated that the behavioral intentions of Chinese consumers increased when shopping frequency and instant connectivity increased. In addition, when utilitarianism and the personalized information push reach certain values, the shopping intention of online customers in China will decrease. Likewise, shopping frequency, hedonism, utilitarianism, instant connectivity, and SNS (Social Networking Services) accessibility positively affect the intention to use the Internet for m-shopping of South Korean consumers. In addition, the results regarding the marginal effects suggested that the intention to use m-shopping services on m-shopping web site of South Korean consumers increased as shopping frequency, hedonism, and instant connectivity increased. However, South Korean consumers' adoption intention will decrease when utilitarianism and SNS accessibility reach certain values. These results provide important implications for mobile commerce literature and practice.

Keywords

China and South Korea; mobile shopping; ordered logistic regression analysis; purchase intention

Hrčak ID:

219542

URI

https://hrcak.srce.hr/219542

Publication date:

24.4.2019.

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