국내소비자의 온라인 해외직접구매 결정요인 연구

The Determinants of Online Overseas Direct Purchases among Korean Consumers

Purpose- Why do Korean consumers make online overseas direct purchases? The purpose of the study was to examine the intention to use online overseas direct purchases by Korean consumers. Design/methodology/approach- This study collected 243 sample data from Korean consumers with experience in online overseas direct purchases. This study analyzed the determinants of online overseas direct purchases of Korean consumers through the use of statistical methods including structural equation modeling, frequency analysis, correlation analysis and confirmatory factor analysis. Findings- Results showed price and product factors affect overseas direct purchase attitude and overseas direct purchase intention. Moreover logistics service factors and return acceptance factors also have a significant effect on overseas direct purchase attitude and overseas direct purchase intention. Research implications or Originality- As direct online purchases are spreading, this study analyzed the determinants of online overseas direct purchases among Korean consumers. These results have practical implications for KOERA Sale FESTA’s policy and operational direction, online shopping mall operation, and pricing strategy of manufacturers, distribution and logistics service providers. The government should also actively embrace the opinions of the private sector to perform its role with efficient policy-making and support.