미국제품 쇼핑만족도에 따른 해외직접구매 의도 및 타인추천에 관한 연구

Shopping Satisfaction and Customer Intention to Recommend U.S. Products After Overseas-Direct-Purchase By Korean Consumers Residing in the U.S.

On-line shopping malls have developed and changed to satisfy consumers’ various needs and wants. Recently, overseas-direct-purchase which happens when domestic consumers purchase overseas products through an internet shopping mall has been increasing in the U.S. This study attempted to investigate the impact of consumer’ shopping satisfaction of overseas-direct-purchase in U.S.A. shopping malls. The purpose of this paper is to empirically explore shopping satisfaction over and overseas-direct-purchase and intention of Korean consumers to recommend U.S. products to other consumer. Through a survey of questionnaire of Korean customers who are residents of the U.S.A. The survey, which was conducted from August 2015 to January 2016, involved gathering Data from 133 North Texas respondents. Data analysis was done using the partial least squares regression approach. Empirical results show that economic value, product variety, brand variety and shopping enjoyment significantly affect shopping satisfaction of Korean online shoppers residing in the U.S. In addition shopping satisfaction significantly affects overseas-direct-purchase intention and inclination to recommend purchased products.