Earticle

초록

영어

As overseas transactions have increased recently, direct purchasing from abroad has emerged as a new trend. Therefore, the purpose of this study is to further improve customer satisfaction and examine in more detail the consumer value factors of overseas direct purchases that affect repurchase intention. This study analyzed the impact of consumer value factors (economic, convenience, hedonic, and product-related) on consumer coexistence (satisfaction and dissatisfaction) and their influence on continuous usage intention in cross-border e-commerce. The analysis data was 233 data from people who experienced overseas direct purchase. The results showed that economic and hedonic factors had a positive effect on consumer satisfaction, while product-related factors also showed a positive influence. Among consumer value factors, convenience had a negative impact on dissatisfaction, but did not have a significant impact on satisfaction. These results confirmed that convenience is only a necessary factor, not a factor for satisfaction. Satisfaction strongly influenced continuous usage intention positively, while dissatisfaction negatively affected it. This study provides strategic insights for enhancing consumer satisfaction and minimizing dissatisfaction in the cross-border e-commerce market, contributing to the sustainable growth of the global e-commerce industry.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 소비자 가치 요인
2.2 소비자 공존성
2.3 지속 이용의도
3. 연구 방법
3.1 표본설계와 측정 도구
3.2 분석 방법
3.3 가설설정
3.4 해외직구 소비자 가치 요인과 소비자 공존성 간의 관계
3.5 해외직구의 소비자 공존성과 지속 이용의도 간의 관계
4. 분석 결과
4.1 표본의 특성
4.2 측정 항목의 신뢰성과 타당성
4.3 측정모형의 적합도 검증
5. 연구 가설 검증결과
6. 결론
References

키워드

저자

• 노혜영 [ Noh Hyeyoung | 가천대학교 겸임교수 ] 제1저자, 교신저자
• 이신복 [ Lee Sinbok | 나사렛대학교 조교수 ] 공동저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  프로젝트경영연구 [Project Management Review]

• 간기

  반년간

• eISSN

  2799-3434

• 수록기간

  2021~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658