B2C 국제 전자상거래 소비자 이용행태 및 만족에 관한 탐색적 연구

A Study on Consumer Characteristics and Satisfaction in Global E-Commerce

  The electronic commerce continues to grow dramatically. Also, cross-border e-commerce grow rapidly in Korea. However, studies and surveys on global e-commerce are insufficient. Users of global e-commerce were consist of high educated people and heavy internet user. Users in Korea appropriate average 272,517 won per month for buying goods through mostly the 223 overseas internet sites in 14 countries. Also, Amazon.com was the most popular site in the foreign sites(58.2% of users). 90.9% of 223 foreign sites was located in USA. However, users" satisfaction was low level and 25.9% of them had experience of damages and complaints on the cross-border e-commerce. Therefore, companies related global e-commerce will have to be interested in the factors of unsatisfaction such as product quality and price etc. Also, it is need to establish cooperative ways between major trade countries for developing consumer trust in the global e-commerce market.