모바일쇼핑몰의 해외직접구매 이용자와 국내 구매 이용자의 재구매 의도 결정요인에 관한 비교연구

Abstract

With the expanding of Chinese e-commerce market Chinese overseas online shopping platforms are also developing rapidly. As China is the top consumer in Korea's list mobile shopping is becoming more popular, Therefore, it is necessary to study consumers' willingness to purchase through direct overseas based on the characteristics of mobile devices. The purpose of this study is to review the preceding study on the characteristic factors affecting the intent of online shopping mall users to repurchase and the prior study on the factors of the characteristic influence of mobile shopping malls. Characteristics were selected as factors related to shopping mall sites, products, sales services and consumers. Furthermore, we will derive the factors which will influence the intention of users who have experience in overseas direct purchases on Korean mobile shopping malls, as well as Chinese local customers . Lastly, we will analyze the factors of their intention to repurchase with the shopping malls in both Chinese local customers and Korean customers through empirical analysis. The results are as follows, we found that the ease of use of online shopping site is common for both groups which showed positive(+) effect. Product quality showed positive(+) effect only in the local purchasing consumer group which is different from the previous study. the logistics system of the sales service characteristics was found to be positive(+) effect only in the Korean mobile shopping mall consumer group. Post-management only showed positive(+) effect in the group of chinese consumers. The risk perception of consumer characteristics only showed positive(+) effect in the local purchasing user population. The results of the analyses for this two groups are more diverse than expected. This study has statistical limitations in the empirical analysis process which I think requires further empirical studies.