Journal of Korea Trade

Korea Trade Research Association (한국무역학회)
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AI Comparative Analysis of Trade and Consumption Patterns in Korea and China

  • Chang Hwan Choi (Department of International Trade, Dankook University) ;
  • Thi Thanh Tuyen Nguyen (Department of International Trade, Dankook University) ;
  • PengYan Wang (Department of International Trade, Sichuan University of Science and Engineering)
  • Received : 2022.11.04
  • Accepted : 2023.02.10
  • Published : 2023.02.28
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Abstract

Purpose - This research is to empirically explore the differences in apparel consumption among male and female teenagers and college students in Korea and China. By conducting a survey to understand customers' needs and behaviors, fashion businesses will be able to improve their customer satisfaction and avoid redundancy, inventory, and the waste of resources, effort and money. Design/methodology - The research design considers the consumption patterns of male and female high school and college students in Korea and China. To analyze the data, the study employs decision trees, a type of machine learning algorithm. A decision tree model was developed to examine the relationship between the explanatory and response variables, which can be either quantitative or qualitative in nature. Findings - The main findings of this study indicate that there are differences in shopping behavior among different customer segments. The results show that men have a simpler shopping behavior compared to women. Additionally, cultural factors and the difference in fashion needs between students and non-students have a significant impact on the shopping choices of Chinese and Korean individuals. Originality/value - Existing studies often assume that the shopping behavior of high school and university students is similar and that there are no significant differences in clothing purchases between men and women across countries. The results provide valuable insights into the unique shopping behavior of different customer segments, and can inform fashion businesses in their efforts to meet the needs of their customers.

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