소비자특성이 해외직접구매에 미치는 영향에 관한 연구

Recently, cross-border e-commerce has been rapidly increasing. Cross-border e-commerce is when domestic consumers purchase overseas products through an Internet shopping mall. This study examines the differences among the characteristics of consumers using cross-border e-commerce and existing Internet shopping. The consumer characteristics are classified into price perception, innovativeness, and Internet purchase experience. The effects of these factors on purchasing intention are verified, using satisfaction as the parameter. The study implies that price perception and innovativeness have a direct effect on purchasing intention and the effect of Internet purchase experience on purchasing intention uses risk perception as a parameter. The model is tested with data from 119 questionnaires, from individuals who had experience with cross-border e-commerce. The results show that price perception and Internet shopping experience have a positive influence on satisfaction, but innova- tiveness does not. Therefore, price perception and Internet shopping experience directly affect purchasing intention, however innovativeness does not. There is no effect of the Internet shopping experience on risk perception. However, risk perception has a negative influence on purchasing intention. Lastly, satisfaction has a positive influence on purchasing intention.