Examining Consumers’ Attitudes toward Gmarket Online Shopping

Ronald Baganzi, Geon-Cheol Shin and Shali Wu
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Ronald Baganzi: Financial Stability Department, Bank of Uganda, Kampala 7120, Uganda
Geon-Cheol Shin: School of Management, Kyung Hee University, Seoul 130-701, Korea
Shali Wu: School of Management, Kyung Hee University, Seoul 130-701, Korea

J, 2019, vol. 2, issue 3, 1-20

Abstract: In this study, we examine the consumers’ attitudes toward Gmarket online shopping in Korea. We use a model to explain that consumers’ attitudes toward online shopping are influenced by psychological, personal, and technological characteristics. We hypothesize that three major behavioral beliefs; perceived trust (psychological), perceived benefits (personal), and perceived website quality (technological) influence consumers’ attitudes toward online shopping. A questionnaire was designed and administered by surveying the Gmarket online shoppers in Korea. A total of 338 valid responses were collected and Partial Least Squares (PLS) Structural Equation Modelling (SEM) was used for data analysis. The findings indicate that consumers’ online shopping attitudes are a function of perceived benefits, trust, and perceived website quality. We found that 57.9 percent of the variation in online shopping attitudes results from perceived benefits, trust, and perceived website quality. Trust was found to be the most important predictor of consumers’ online shopping attitudes. We offer academic and practical implications that are useful in designing e-marketing strategies for competing in the online shopping cyberspace market in Korea. We recommend for the replication of a similar model in other parts of the world like Uganda (Jumia), China (Taobao), Japan (Rakuten), and the United States of America (eBay).

Keywords: Korea; Gmarket; online shopping; website; trust; attitudes (search for similar items in EconPapers)
JEL-codes: I1 I10 I12 I13 I14 I18 I19 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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