빅데이터 고객차별의 본질적인 문제는 플랫폼에 의한 사용자 정보의 과도한 수집 과 알고리즘을 부당하게 사용하여 소비자에게 차별화된 가격 전략을 구현하는 것이 다. 이것은 소비자의 합법적인 권익 침해 문제와 관련이 있다. 중국 정부는 소비자의 개인 정보 보호와 플랫폼 업체의 차별화된 가격 책정 금지 전략을 중심으로 관련 법 규를 제정했다. 하지만 2024년 5월 현재까지 빅데이터 고객차별에 대한 관련 행정처 벌 사례가 없고 소송으로 소비자가 승소한 사례도 없다. 따라서 현행법은 실제 실천 에 있어 많은 문제점이 있다. 본 연구는 소비자 정보 보호 및 빅데이터 고객차별과 관련된 현행 법률 및 규정의 단점을 분석하고 법적 수준에서 빅데이터 고객차별을 효과적으로 규제하기 위한 관련 정책 방안을 제안하였다.

목적 : 본 연구는 한국과 중국에 소재한 동일한 안경원 환경에서 한국 소비자와 중국 소비자간의 안경구매패턴의 차이를 분석하고자 하였다. 방법 : 한국 소비자와 중국 소비자의 안경 구매패턴의 차이를 비교하기 위해 한국(경기도)과 중국(지린성)에 위치한 동일한 프랜차이즈 안경원을 선정하였다. 4개 연령대(21~30세, 31~40세, 41~50세, 50세 이상)의 고객 800명(한국 400명, 중국 400명)의 안경 구매 내역을 후행적 방법으로 수집하였다. 구매 정보는 개인정보 데이터를 제외한 구매한 안경테 종류, 안경렌즈 종류 그리고 렌즈의 굴절률만을 수집하였다. 분석은 기술적 분석과 Chi-squar 및 Z-test 분석을 하였다. 결과 : 한국과 중국 소비자의 안경테 선택 비율 분포(Chi-Square =190.91, df=6, p<0.001)에 통계적 유의성이 있었다. Z-test 결과 한국 소비자는 콤비, 울템, 솔텍스 안경테를, 중국 소비자는 TR, 티타늄 안경테를 더 많이 구매한 것으로 나타났다. 안경 렌즈 종류의 경우, 한국과 중국 소비자 사이에 렌즈 선택 비율의 분포에 통계적 유의성이 있었다(Chi-Square =195.98, df=4, p<0.001). 중국 소비자가 한국 소비자보다 자외선 차단 렌즈를 더 많이 구매했고, 한국 소비자는 PAL(Progressive Addition Lens)을 더 많이 구매했다. 렌즈 굴절률의 경우 한국과 중국 소비자)간 구매 분포에 통계적 유의성이 있었으며(Chi-Square=13.98, df=2, p<0.001), 한국 소비자 의 54.50%가 1.6 렌즈를 구매하였고, 중국 소비자의 54.50%가 1.56 렌즈를 구매하였다. 결론 : 본 연구에서는 중국 소비자가 안경관련 제품을 구매할 때 한국 소비자와는 다른 소비자 구매 성향을 보인다는 사실이 확인됐다. 또한 연령대별로 구매되는 제품도 많은 차이가 있는 것으로 조사되었다. 따라서 향후 해외 진출시 현지인의 기호를 정확하게 이해하고, 맞춤형 제품 구성 및 마케팅 활동이 필요하다.

Consumers are increasingly using their smartphones for making purchases, with the other modes being traditional offline and online channels (Kim et al., 2017). In light of the growing number of smartphone users worldwide, many e-commerce companies have responded by launching mobile apps that offer more convenient and flexible shopping experiences to smartphone users (Bang et al., 2013). A number of e-commerce related studies have identified crucial differences between mobile shopping (m-shopping) and online shopping. They find that m-shopping provides greater flexibility in terms of time and place as well as multi-tasking capabilities (for instance, a mobile shopper can communicate with others and even post a picture of an item to social media asking for others’ opinions and comments, all while shopping via a mobile app). These types of apps simultaneously cater to consumers’ shopping and social affiliation needs (Yang et al., 2012). Current research has shown that this type of shopping has gradually become habitual or automatic (Shankar et al., 2016). This new type of e-commerce has brought about a change in the shopping behavior of customers, thereby challenging companies to develop specific strategies to attract this new breed of shoppers.

The purpose of this study was to investigate Chinese customers' perceptions of Korean foods and their satisfaction toward Korean cuisine restaurants. The subjects of this study were 202 Chinese individuals who visited Korean cuisine restaurants in Shanghai, China. The subjects viewed Korean foods as favorite foods and perceived them as fresh and seasonal, and mostly composed of cereals and vegetables however they did not view Korean cuisine as good for health. As compared to customers visiting a Korean restaurant for the first time, those who had visited Korean restaurants previously agreed more strongly with the following items: 'Korean food has a beautiful color', 'Korean food is familiar', 'Korean food smells good', 'Korean food is healthy', 'Korean food is nutritious', and 'Korean food is salty and spicy'. In addition, as compared to occasional visitors, frequent visitors of Korean cuisine restaurants more strongly agreed with the followings: 'Korean food has a beautiful color', 'Korean food is expensive', 'Korean food is healthy', 'Korean food is nutritious', 'Korean food is salty and spicy', and 'Korean food includes many fermented foods'. The subjects considered 'appearance of menu', 'variety of menu', 'nutrition of menu', and 'Chinese characters for menu and ingredients' as the most important attributes when choosing Korean cuisine restaurants. The frequent customers of Korean cuisine restaurants considered 'kind service', 'employee knowledge of Korean foods', 'operation hours of restaurant', and 'cleanliness of restaurant' as the most important restaurant attributes. In addition, the frequent customers of Korean cuisine restaurants were more satisfied than the occasional customers with the followings: 'nutritional quality of menu', 'quick service', 'cleanliness of restaurant', 'appearance and signboard of restaurant', and 'image of restaurant'. The implications of the data are discussed.

Purpose - With the economic development in China, the lifestyle of Chinese customers has changed dramatically. Chinese customers are more likely to have coffee in a shop with the ability to make them happy than those with high quality coffee in a nice physical environment. Happiness becomes a critical driver of customers’ intention to purchase a cup of coffee in a specific coffee shop again and again. As a result, happiness becomes an important factor for managers to make strategies for attracting customers. Although managers and scholars pay more attention to emphasize the importance of happiness in customers’ consumption, little research has been conducted to investigate the relationship between happiness and coffee shop’s continuous usage intention in the Chinese coffee industry. Research design, data, and methodology – A research model is made to explain the impact of happiness on customer’s behavior. To understand the influence of happiness better, we consider two dimensions of happiness which are subjective well-being and psychological well-being. In order to confirm the relationships of the variables in the research model, the online survey is constructed in China. Customers who have experienced the services in a coffee shop are asked to do the questionnaire. With 453 reliable questionnaires, structural equation modeling is used to analyze the causal relationships of the coffee quality, physical environment, subjective well-being, psychological well-being, and continuous usage intention. Results - Results indicate that coffee quality and physical environment are not the direct factors that influence customers’ continuous usage intention. However, good coffee quality and physical environment are the significant predictors of Chinese customers’ happiness associated with subjective well-being and psychological well-being, which in turn affects customers’ continuous usage intention. Conclusions - In this study, it is proposed that coffee quality and physical environment may be the key factors influencing customers’ happiness. Happiness, including subjective well-being and psychological well-being matters in decision making process. More importantly, happiness increases the continuous usage intention when the coffee shop can serve customers with higher quality coffee at a good atmospheric place. Managers should consider happiness as an important factor in making marketing strategies to compete in this industry.