Table 2.4: Difference between Existing Online Mall and Open MarketExisting Online Mall Open MarketCustomer Role Buyer Only Buyer and SellerSales Method MediationDecision Merchandising Manager SellerFeedback Reflection Difficult to reflect Easy reflect2.2.3 C2C Online Open Market Transaction Flow(1) Seller posts goods.(2) Buyer searches for goods in open market websites, then places a trading order. (3) The open market informs the seller of the successful bid (or sales). (4) The buyer places a trading order and pays to the third party. (5) After taking the order and money, the third party informs the seller. (6) According to the order, the seller sends the goods via the designated logistics company. (7) The buyer informs the arrival of the goods on the online open market and decides to receive the goods. If the buyer refuses to receive the goods within any reasonable excuse, third party refunds, transaction fails. If the reason is simply a change of heart, the registration fee is usually paid by the buyer; however, the reason is a defective product and the registration fee is usually paid by the seller. If the buyer confirms to accept the goods, the third party transfers the money to the seller, the transaction is successful. The third party and the seller usually calculate the sales and subsequent expenses between the third party and the seller once a month.3. Current Situation of E-Commerce in Korea and China Overview of E-Commerce in Korea3.1.1 Internet in KoreaThe history of the Internet dates back to the late 1960s. In 1969, the Department of Defense's Advanced Research Project Agency (DARPA) as ARPANet (Abbate 1999) first launched the Internet in the United States. In Korea, the Internet began with the construction of an SDN network between Seoul National University and KIET (Korean Institute of Electronic Technology). .... half of the sheet ......ll. In 2007, the open market transaction was KRW 6,740 billion (US$6,018 million), quadrupling compared to 2004, when the transaction was KRW 1,480 billion (US$1,321 million). Newcomer 11st Street, the subsidiary of telecom dominator SK Group, expanded the market in 2008. Chart 4.1 shows open market transaction volume from 2004 to 2009. Chart 3.2: Open market transaction volume in Korea (Source: Invest Relations from each company) Open market players are starting to change their business model to break down distribution channel barriers. The field of business is not limited to the Internet, it begins to cooperate with mobile telephony, home television shopping, supermarkets, department stores. They also develop private labels to materialize the brands. The increase in registered users also helps the open market surpass the existing online shopping mall.