해외역직구에 있어 쇼핑몰의 마케팅 역량이 만족 및 재구매 의도에 미치는 영향 연구

As overseas consumers' purchase of goods through the Internet is increasing, overseas station direct purchase is drawing attention as a new trading method. This study was conducted to improve the performance of online shopping malls. In particular, about e-commerce exports, which are rapidly growing in recent years, a study was conducted on the effects of marketing competency factors of domestic SMEs operating overseas shopping malls on satisfaction and repurchase intentions. In this study, 236 power sellers who subscribed to go-global, an e-commerce export customs clearance service of KTNET were targeted. The survey consisted of questionnaires about marketing competency, satisfaction, and repurchase intentions, and was measured using a Likert 5-point scale. For empirical analysis, exploratory factor analysis, reliability analysis, correlation, and regression analysis, and parameter effects analysis were performed using the SPSS 22 statistical package. As a result, product factors among marketing capabilities have a greater influence on repurchase intention than price and delivery factors, and satisfaction was measured to play a positive role in repurchase intention. Finally, as a result of Baron & Kenny's three-stage mediating effect analysis, it was confirmed that satisfaction was partially mediated in the relationship between marketing competency and repurchase intention.