온라인 쇼핑몰 해외 직접구매가 쇼핑에 대한 태도, 재구매 이용의도에 미치는 영향에 관한 연구

초록

Research Purpose: The purpose of this study is to analyze how consumers' experience with direct overseas purchases affects their perceived benefits and perceived risks. Furthermore, this study analyzes how perceived benefits and perceived risks affect consumers' intention to repurchase direct overseas purchases. Research Methods: A survey was conducted online among consumers who have made direct international purchases. Results in Research: The analysis showed that consumers perceived the benefits of direct overseas purchases through economic and product benefits while experiencing direct overseas purchases. In addition, they perceived the risk that could occur when purchasing online overseas directly as a risk. It was found that consumers with perceived benefits had a significant effect on repurchase intention, but consumers with perceived benefits had a negative effect on perceived risks. Research Conclusion: This study aimed to demonstrate the effect on overseas direct purchases of consumers. Through this, the overseas direct purchase market can continue to grow by creating a purchasing environment that maximizes consumers' utility and minimizes risks.

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