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The purpose of this study is to analyse the country image, the pre-assessment, and the usage intention about overseas internet shopping mall service in china and how these factors are related to one another according to internet shopping mall using experience. And this study divided the country image for internet shopping mall service into two components : general country attribute and general service product attribute. In this study it is found that the country image of international internet shopping service is directly related to the pre-assessment, and the pre-assessment is related to usage intention especially in case that chinese consumer has a lot of internet shopping mall using experience. In the other case, the general country attributes affect the general service product attributes but the general service product attributes don`t have any relationship with the pre-assessment. For a successful international internet shopping mall service business in China, marketer should recognize that it is important to formulate the policy extending the internet shopping mall experience as well as using the country image.

han'gug it seo'bi'seu haghoeji

The Effects of General Country Attributes and General Service Product Attributes on Chinese Consumers' Pre-Assessment and Usage Intention for International Internet Shopping Mall Services According to Their Using Experiences