소비자특성이 해외직접구매에 미치는 영향에 관한 연구

Abstract

Recently, the demand on Cross-Border e-Commerce is rapidly increasing. Cross-Border e-Commerce means that the domestic consumers purchase overseas products through internet shopping mall.

This study examines that the difference between consumer characteristics using Cross-Border e-Commerce and existing internet shopping. And also this would be helpful to suggest more reasonable marketing strategies and related policy decision in the coming year.

The consumer characteristics are classified into price perception, innovativeness and internet purchase experience. These factors verify effectiveness on purchasing intention through satisfaction as a parameter. And it also implies the effects of price perception and innovativeness directly on purchasing intention and the effect of internet purchase experience on purchasing intention through rick perception as a parameter.

The theoretical model is tested with the questionnaires from 119, who had an experience of Cross-Border e-Commerce. Results show that price perception and internet purchase experience have a positive influence on satisfaction. However, innovativeness is not valid. In regard of the influence of price perception and innovativeness directly on purchasing intention, only price perception is valid. The effect of purchase experience on rick perception is not valid also. But, rick perception has a negative influence on purchasing intention. Lastly, satisfaction affects positive influence on purchasing intention.