Abstract
With the expanding of Chinese e-commerce market, Chinese overseas online shopping mall users are increasing rapidly. China is also the top consumer country of Korean listed mobile shopping malls. Therefore, it is necessary to study about factors that are affecting to Chinese consumer’s decision to use mobile shopping mall in China and overseas.<BR> The purpose of this study is to develop research model for analyzing determinants of re-purchase intention of Chinese mobile shopping mall users and to verify it with empirical analysis. With the 187 questionnaire samples, 5 hypotheses in each sample groups were tested. The results of empirical analysis are like below.<BR> Convenience in Using mobile shopping mall has the significant and positive(+) effect to the re-purchase intention in both groups (Experienced vs. Inexperienced in using Korean mobile shopping mall). It means that convenience in using is the most prominent and important characteristics of mobile shopping mall industry.<BR> On the contrary, effects of other factors are little different in two groups. First of all, while Logistics System is not significant in the inexperienced group, it is significant and has positive(+) effect in the experienced group. It probably means that quality of logistics system, such as security and time keeping on delivery and providing information about delivery process, is more important on overseas direct purchasing process. Product Quality and After Service are only significant and have positive(+) effects in the inexperienced group.
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