ABSTRACT

As customers usually use internet and mobile shopping easily today and consumption trend is changing to globalize, overseas direct purchase shopping is growing in Korea. Although people are interested in the overseas direct purchase shopping, there are no research dealing with it. Therefor, this study focus on perceived value of customer and research the impact on Consumers’ shopping satisfaction and Repurchase intention. That is, we can get needs and expectation of customers as using overseas direct purchase shopping, and we give some marketing insights in order to vitalize the market of overseas direct purchase shopping. This study attempted to investigate the impact of consumers’ perceived values on overseas direct purchase shopping. The purpose of this study is to examine how four perceived value constructs of consumers related to overseas direct purchase shopping(economic value, emotional value, convenience value, social value) affect consumers’ shopping satisfaction and repurchase intention using overseas direct purchase shopping. For this study, data were gathered from respondents who use overseas direct purchase shopping and analyzed by structural equation model. All three constructs except for convenience value about perceived value(economic value, emotional value, social value) affected consumers’ shopping satisfaction and repurchase intention toward overseas direct purchase shopping. Among the three constructs, the economic value is most important factor to affect consumers’ shopping satisfaction and repurchase intention. The results show that management and investment to improve perceived value(economic value, emotional value, social value) of overseas direct purchase shopping make consumers’ shopping satisfaction toward overseas direct purchase shopping, and then the satisfaction can improve repurchase intention of overseas direct purchase shopping. These findings have important theoretical implication how perceived value is attractive factor on using overseas direct purchase shopping and practical implications which are suggest to manage and develop customers’ perceived value as a important marketing strategy in this paper.

KEYWORD

Overseas direct purchase shopping, Economic value, Emotional value, Convenience value, Social value, Repurchase intention

REFERENCES(26)open

  1. [jounal] 김은진 / 2014 / 소비자의 해외직접구매 행동에 영향을 미치는 요인에 관한 연구 / 광고연구 (103) : 139 ~ 175

  2. [jounal] 김은진 / 2015 / Q방법을 이용한 해외직접구매 이용에 대한 소비자 유형 연구 / 광고학연구 26 (1) : 75 ~ 102

  3. [jounal] 김창수 / 2010 / 디지털콘텐츠 가치평가 모형의 개발 및 적용에 관한 실증 연구 / 전자상거래학회지 11 (4) : 129 ~ 155

  4. [other] 남은주 / 2013 / 대형 티브이에서 카누까지 ‘통큰’해외직구 / 한겨레뉴스

  5. [report] 대한상공회의소 / 2013 / 해외 직접구매 이용 실태 조사

  6. [jounal] 이성호 / 2013 / 오픈마켓/소셜커머스 PB구매에 영향을 미치는 소비자 특성변수 연구 / e-비즈니스연구 14 (3) : 215 ~ 231

  7. [jounal] 이제홍 / 2011 / 전자상거래 쇼핑몰 거래고객의 만족과 재구매 의도에 관한 실증 분석 / e-비즈니스연구 12 (1) : 159 ~ 177

  8. [jounal] 이정선 / 2012 / 멀티채널 소비자의 정보탐색 및 구매 채널선택에 관한 연구 / 소비문화연구 15 (3) : 21 ~ 45

  9. [other] 이지현 / 2013 / ‘해외 직구’ 뭐길래․․․ 2030女 푹 빠졌다 / 한국경제

  10. [jounal] 조현수 / 2014 / 글로벌 온라인쇼핑몰(B2C) 활용을 통한 해외직접구매 현황 및 활성화 방안 연구 / e-비즈니스연구 15 (4) : 343 ~ 361

  11. [jounal] 한상린 / 2010 / 서비스 실패 시 고객의 자기조절모드가 부정적 감정 및 반응에 미치는 영향 에 관한 연구 - 사후가정사고, 후회감, 실망감 및 고객만족의 매개효과를 중심으로 - / 소비문화연구 13 (4) : 105 ~ 128

  12. [jounal] Bitner, Mary J. / 1990 / Evaluating service encounters:the effect of physical surroundings and employee responses / Journal of Marketing 54 (2) : 69 ~ 82

  13. [jounal] Carman, J. M. / 1978 / Values and Consumption Patterns: a Closed Loop / Advances in Consumer Research 5 : 403 ~ 407

  14. [jounal] Cronin, J. J. / 1992 / Measuring service quality: A reexamination and extension / Journal of Marketing 56 (3) : 55 ~ 68

  15. [jounal] Grace, Debra / 2005 / An examination of the antecedents of repatronage intentions across different retail store formats / Journal of Retailing and Consumer Service 12 (4) : 227 ~ 243

  16. [jounal] Holbrook, M. B. / 1982 / The experiential aspects of consumption:Consumer fantasies, feelings, and fun / Journal of Consumer Research 9 : 132 ~ 140

  17. [jounal] Homburg, C. / 2005 / Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay / Journal of Marketing 69 (2) : 84 ~ 96

  18. [jounal] McDougall, G.H.G. / 2000 / Customer satisfaction with services: putting perceived value into the equation / Journal of Services Marketing 14 (5) : 392 ~ 410

  19. [jounal] McKinney, V. / 2002 / The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach / Information System Research 13 (3) : 296 ~ 315

  20. [jounal] Meuter, M. L. / 2003 / The influence of technology anxiety on consumer use and experiences with self-service technologies / Journal of Business Research 56 (11) : 899 ~ 906

  21. [jounal] Oliver, R. L. / 1980 / A cognitive model of the antecedents and consequences of satisfaction decisions / Journal of marketing research : 460 ~ 469

  22. [jounal] Pihlström, M. / 2008 / Comparing the perceived value of information and entertainment mobile services / Psychology and Marketing 25 (8) : 732 ~ 755

  23. [book] Sheth, J. / 1991 / Consumption values and market choices, theory and applications / South-Western Publishing Co

  24. [jounal] Sweeney, J.C. / 2001 / Consumer perceived value: the development of multiple item scale / Journal of Retailing 77 (2) : 203 ~ 220

  25. [jounal] Szymanski, D. M. / 2000 / Esatisfaction:An initial examination / Journal of Retailing 76 (3) : 309 ~ 322

  26. [jounal] Zhang, X. / 2005 / TAM:The Moderating Effect of Gender on Online Shopping / Journal of International Technology 12 (2) : 99 ~ 118