Examining Consumers’ Attitudes toward Gmarket Online Shopping

Ronald Baganzi,Shali Wu,Geon-Cheol Shin

doi:10.3390/j2030025

Ronald Baganzi, Shali Wu + Show 1 more

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https://doi.org/10.3390/j2030025

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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).

Highlights

The number of people using the Internet as of June 2019 exceeds 4.42 billion [1]
We examined the consumers’ attitudes toward online shopping in Korea in the case of Gmarket, which is regarded as Korea’s number one online shopping website
Results indicate that consumers’ attitudes toward online shopping in Korea are influenced by perceived benefit, trust, and perceived website quality

Summary

Introduction

The number of people using the Internet as of June 2019 exceeds 4.42 billion [1]. This represents an Internet penetration rate of 57.3% of the total world population [1]. Internet penetration has enabled online retailing to grow rapidly all-over the world making it internationally competitive [3] The online shopping market in Korea is not an exception to this trend, making it very competitive only for a few players to survive [4] The online penetration of Internet technology has enabled retailers in Korea to engage in online commerce, which has impacted consumers’ lives by changing the way they do shopping [5]. Despite the growing number of online users, a few studies have tried to examine the factors that influence consumers’ attitude toward online shopping websites [7,8,9]

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