해외직구 플랫폼 특성이 중국 소비자 고객만족도 및 재구매 의도에 미치는 영향에 관한 연구

• 영문명: Analysis of the Impact of Overseas Direct Purchase Platform Characteristics on Consumer Satisfaction and Repurchase Intentions: A Study of Chinese Shoppers
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 왕정(Jing Wang) 김태인(Tae-In Kim)
• 간행물 정보: 『아태비즈니스연구』제16권 제1호, 483~502쪽, 전체 20쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2025.03.31

국문 초록

Purpose - This study is a study on the effect of the characteristics of overseas direct purchase platforms (reliability, security, product diversity, convenience, and interactivity) on Chinese consumers' customer satisfaction and repurchase intention. Design/methodology/approach - In this study, 420 questionnaires were collected from a survey targeting Chinese overseas direct purchase platform users, and an empirical analysis was conducted on 364 valid questionnaires (86%), excluding negative responses, using the SPSS 27.0 statistical package. Findings - First, the characteristics of the overseas direct purchase platform (reliability, security, product diversity, convenience, and interactivity) were confirmed to have a positive(+) influence on customer satisfaction and repurchase intention. Second, it was confirmed that as customer satisfaction increases, repurchase intention also increases. Third, customer satisfaction was confirmed to have a mediating effect between platform characteristics and repurchase intention. Research implications or Originality - The purpose of this study is to present implications to overseas direct purchase platform consumers and overseas direct purchase platform operators based on demographic analysis, surveys, and empirical analysis.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

Overseas Direct Purchase Platform Characteristics Chinese Consumers Customer Satisfaction Repurchase Intention