한·중 모바일 커머스의 사용자 만족도와 서비스 품질에 관한 비교연구

초록

As the Internet and wireless communications are spread widely, mobile commerce, which is based on mobile Internet and mobile devices, is expected to grow rapidly. In particular, mobile commerce market in China has great growth potential given its large number of mobile device users that accounts for up to 1 billion. Given this background, the purpose of this study is to help Korean mobile commerce companies to build marketing strategies for advancing in Chinese market with their qualified technology and various service while helping Chinese companies to make marketing strategies for maintaining and attracting users. By exploring the result of previous researches, this study found factors that affect user satisfaction such as technological factors, an economic factor and cultural factors. In addition, this study showed that some factors have different influence on Korean and Chinese users in terms of satisfaction. The main results of this study are as follows: (1) Usefulness and information quality attributed to user satisfaction in both Korea and China. (2) Ease of use, economical efficiency, playfulness, personal innovation, social influence, perceived risk had different influence on user satisfaction in two countries. With these statistically analysed results, this study offers m-commerce companies how to promote their activities in Chinese market and how to boost mobile commerce in China.

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