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Asian Journal of Information and Communications 9(2)
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Asian Journal of Information and Communications

A comparative study of influencing factors of luxury product’s online shopping intentions between China and Korea Renjiong An et al.

  • Page:131-143
  • 2018-05-02

With the rapid development of e-commerce and its growing popularity, luxury products have been gradually entering the online shopping market, which is marked as a milestone of e-commerce being accepted by society and challenging traditional business mode. There are some differences between the online shopping of luxury products and normal goods, especially in target customer, potential risks, and business model. The research on the influencing factors and the related mechanism of online shopping intention is of great significance to the development of luxury product’s online shopping.  It is also one of the hot topics in the field of e-commerce. China and Korea are neighbors with similar historical culture, but differ in economic development level and social systems. By studying the comparison between China and Korea in influencing factors of luxury product’s online shopping intentions, we can better understand the features of online luxury market. Considering the development status and fundamental features of luxury e-commerce in China and Korea, this article extracted the influencing factors of luxury product’s online shopping intentions based on previous research findings, and built a TAM model for analyzing the above factors. As the result, we provided some implications and business suggestions for each country.

Keywords: luxury product, online shopping intention, influencing factors, comparison, China, Korea

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