해외직구 사이트특성 및 국제물류 서비스품질이 고객만족도 및 재구매 의도에 미치는 영향에 관한 연구

초록

This paper aims to investigate how site characteristics of overseas direct purchase and the quality of international logistics services affect customer satisfaction and repurchase intention among individuals with experience in overseas direct purchasing. It reviews previous research to establish a theoretical foundation, identifying four dimensions for overseas direct purchase site characteristics and four dimensions for international logistics service quality. Seven hypotheses are formulated, focusing on the impact of website characteristics and logistics service quality on customer satisfaction and repurchase intention. The analysis reveals that certain website characteristics—except for convenience— such as product structure, reliability, and security significantly and positively impact customer satisfaction. All four dimensions of website characteristics also significantly affect repurchase intention. Moreover, within the four dimensions of international logistics service quality, security, speed, responsiveness, and accuracy show a significant positive influence on both customer satisfaction and repurchase intention. High satisfaction significantly influences repurchase intention. Customer satisfaction acts as a mediator between website characteristics, logistics service quality, and repurchase intention. Furthermore, higher levels of both website characteristics and international logistics service quality are associated with higher levels of customer satisfaction, leading to higher repurchase intention.

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