중국소비자의 한국상품직구에 대한 만족도와 재구매의도

Chinese Consumers’ Purchase Satisfaction and Re-purchase Intentions for Overseas Direct Online Shopping for Made in Korea Products

Due to distrust in Chinese products, more and more Chinese consumers are turning to “Overseas direct purchases.” According to statements by the e-commerce payment company Paypal, the number of direct purchases by Chinese citizens reached 18 million in 2013, increasing from USD 2 billion to USD 35.2 billion. It is estimated that in 2018, about 36 million people will purchase goods directly from overseas, adding up to about USD 165 billion. This study aimed to determine the factors that would cause Chinese consumers to re-purchase Korean products. We conducted a survey targeting 350 Chinese consumers from July 1, 2015, through July 6, 2015, and used SPSS Windows 18.0 to analyze the data through descriptive-statistics analysis, factor analysis, and regression analysis. The results of the study yielded the following conclusions. First, direct purchases, pleasure, and usefulness have a positive association with overseas direct purchase satisfaction. Second, direct purchase, pleasure, usefulness, and subjective scale are positively associated with the intent of re-purchase of products from overseas. Based on these results, the significance of the research is, first, that in order to capture the direct purchase market in China, production and sales businesses and distribution companies in South Korea should strive to excel in providing greater convenience, avoiding delivery delays and loss of goods etc. Second, Chinese customers who directly purchase South Korean goods are not only pragmatists who buy cheap goods but also seek pleasure through making direct purchases from abroad. Third, enterprises related to overseas direct purchase should pay attention to the word of mouth.