국경 간 전자상거래 구매특성의 Kano Model 적용에 따른 분류-한⋅중 소비자 비교를 중심으로-

Cross border E-commerce has been activated globally due to the intensification of global market competition and the technological environment of cross border transactions. By this way both domestic and foreign consumers have no difficulties in purchasing the products or services from foreign companies, and their purchasing patterns are becoming more and popular. Although cross border E-commerce has been studied for overseas direct online shopping, most of the studies have only described consumers' purchasing phenomena. Among them, most studies focus on single countries or reveal the causal relationship between fragmentary variables. In this study, we will classify the purchasing characteristics that consumers consider when cross border E-commerce is applied by applying the Kano-Model based on the binary approach and compare the differences between Korean and Chinese consumers. As a result of survey, purchasing characteristics of Korean and Chinese consumers were classified as the must-be, one-dimensional, attractive quality attribute. Among the purchasing characteristics, purchasing safety is classified into the must-be quality attribute for both Korean and Chinese consumers, and the reliability, navigation functionality, website awareness, and ease of use as the one-dimensional quality attribute. In particular, price is classified into the one-dimensional quality attribute in Korean and the attractive quality attribute in Chinese. It is found that Chinese consumers consider price factor more importantly when cross border E-commerce than Korean consumers. Finally, theoretical implications and practical contributions of this study were discussed, and limitations of the study and future research directions were presented.