해외직구 소비자의 소비특성이 재구매의도에 미치는 영향: ESG경영의 조절효과를 중심으로

• 영문명: E ffects of Consumption Characteristics of Overseas Direct Purchase Consumers on Repurchase Intention: Focused on the Moderating Effect of ESG Management
• 발행기관: 한일경상학회
• 저자명: Wen-Jie Jin(김문걸) Dal-Ho Lim(임달호) Young-Ae Shin(신영애)
• 간행물 정보: 『한일경상논집』제98권, 49~62쪽, 전체 14쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.02.28

영문 초록

Purpose: This study investigated the status of Chinese consumers using overseas direct purchases during the COVID-19 pandemic in the first half of 2022, and was based on previous studies related to the consumption characteristics, platform characteristics, and ESG management of Chinese consumers directly purchased overseas, and analyzes the moderating effect of Chinese consumers on ESG management of overseas direct purchase platform operators, that is, whether they recognize ESG management, and the impact of each factor on purchase intention and repurchase intention. Research design, data, and methodology: In order to achieve the study, a survey was conducted on Chinese consumers who had overseas direct purchase experience in the first half of 2022. An empirical analysis was conducted with a statistical package (SPSS 26.0) using the collected questionnaire data. Results: The results showed that Chinese consumers’ consumption characteristics were divided into diversity pursuit, consumption value, innovation all factors other than had a significant positive effect. Implications: In terms of the moderating effect of ESG management, diversity pursuit, price competitiveness, and shopping convenience did not show a significant moderating effect on Chinese consumers’ purchase intention and repurchase intention, while consumption value, innovation, payment safety, and logistics services showed a significant positive (+) moderating effect on Chinese consumers’ purchase intention.

키워드

diversity pursuit consumption value consumer innovation ESG management purchase intention repurchase intention