E-commerce has received much publicity as growth of business to consumer and business to business companies has resulted in impressive stock gains. The nature of the Internet has meant that these gains have not been limited to a single country, but have instead been seen throughout the world, although with varying degrees of success. This research examines the South Korean market and the state of e-commerce in Korea.
In 1998, revenue from e-commerce in Korea was estimated at $49.7 million supporting approximately 400 shopping mall sites. This is far fewer Internet mall sites than in Japan (7,000 in 1998) or the United States (450,000 in 1998), but more than 1500 mall sites were expected to be on-line in Korea by the end of 1999. Analysts expect that Korea is well on its way to becoming one of the world's largest e-commerce markets (with Japan and the United States) ("Analysis," 1999, p. 1008209u0168).
The average e-commerce consumer in Korea is different from his or her American counterpart, and it is also increasingly likely that the Korean e-commerce consumer is female. In general, e-commerce consumers in Korea tend to be younger (in their 20s rather than middle-aged) than their American counterparts, and increased numbers of women are active on the Internet in Korea. Women who use the Internet in Korea are valued by companies since they are considered loyal consumers and since they have increasing economic power (some of which is generated by the jobs that e-commerce has provided) ("Analysis," 1999, p. 1008209u0168).
The Role of the Korean Government in E-Commerce
Governments around the world are attempting to define their role with relationship to Internet commerce. Since e-commerce is truly an international undertaking, with businesses based in one nation selling to consumers in a second using computers which might be physically located in a third. The unique nature of the Internet has
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