해외직접구매 및 해외 개인 구매대행 이용과 관련된 중국 소비자 연구

A Study on the Overseas Direct Purchasing and Overseas Indirect Purchasing of Chinese Consumers

This research investigate the factors influencing the attitude and continuous usage intention of the overseas shopping service types among Chinese consumers. Specifically, this study compares overseas direct purchasing and overseas indirect purchasing to find out the differences of the impacts of factors between the two purchasing methods. The results are as follows. Factors including perceived economic value of shopping, convenience of ordering, diversity of products, authenticity of products and logistics service quality affected the attitude, which increased continuous usage intention. For overseas direct purchasing, logistics service quality and diversity of products were more important factors, while convenience of ordering, perceived economic value and authenticity of products had more positive effects on the consumer attitude toward overseas indirect purchasing. This results indicate that there are differences among the antecedents of Chinese consumer attitudes toward the two purchase channels.