국내 중소기업 온라인 쇼핑몰 마케팅 전략수립을 위한 해외직구 소비자 쇼핑추구성향 연구

The use of overseas direct purchase has been increasing for several years. In addition to the growth of the overseas direct purchase market, the use of online shopping malls has exploded due to the impact of CO- VID-19. Therefore, this study investigated the effects of overseas direct purchase consumers on their purchase intentions by identifying their shopping pursuits. In this study, research hypotheses and models were established based on previous studies, independent variables were practical value and hedonic value, parameters were product attributes and price attributes, and dependent variables were shopping pleasure and purchase intention. Data were collected through questionnaires, and confirmatory factor analysis was performed to secure validity and reliability. Data were analyzed using AMOS 22.0. As a result of the study, it was confirmed that consumers’ pragmatic value propensity and hedonistic value propensity had a significant effect on product diversity, product ownership value, and price superiority, and had a significant effect on shopping pleasure and purchase inten- tion. However, it was found that the scarcity of a product was not affected by all the inclinations of consumers, nor did it affect their purchase intention. This confirms that both functional and economic benefits are important even if the values pursued by consumers are different. This study is expected to be able to contribute to the es- tablishment of online marketing strategies for a number of small and medium-sized enterprises by focusing on the influence relationship of consumers’ shopping propensity to shopping pleasure and purchase intention.