This study attempted to investigate perception, transaction effects and customers satisfaction of parallel importation. Specifically, it empirically explored factors of parallel importation and analyzed transaction effects such as price effect, service effect and smoth negotiability with customer satisfaction. Through servey questionnaires, data from 153 young respondents living in Seoul, South Korea were obtained from April to September 2016. Statistical analyses were conducted using SPSS 23 and focused on the following tools: -frequency, factor analysis, reliability analysis and partial least squares regression. Empirical results show that parallel importation perception significantly affects price effects, but does not significantly affects service and smooth negotiability. Moreover, price effects and smooth negotiability have a significant influence on purchase satisfaction. However, service effects do not have a significant influence on purchase satisfaction.
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