소비자의 온라인 쇼핑몰 해외직접구매 경험이 지각된 편익, 지각된 위험, 재구매 의도에 미치는 영향에 관한 연구 - COVID-19에 대한 우려감의 조절효과를 중심으로 -

Purpose : This study investigates the effect of consumers' overseas direct purchase experience on their repurchase intention in terms of perceived benefits and risks. The effect of consumers' perceived concern about COVID-19 on their purchasing behavior was investigated as a moderating effect. Research design, data, methodology : A survey was conducted on Korean consumers who had experience in overseas direct purchase. The research model was verified using 193 questionnaires. Results : The result suggests that consumers experienced of overseas direct purchase and perceived the benefits and risks of overseas direct purchase and had a significant effect on consumers' repurchase intention. As a result of the analysis of the moderating effect, it was confirmed that the greater the concern about COVID-19, the relatively inhibited consumers' perception of the convenient utility of overseas direct purchase as a benefit to overseas direct purchase. On the other hand, it was confirmed that the effect of perceived risk on repurchase was significantly strengthened in a negative direction. Conclusions : This study demonstrated the effect of COVID-19 on consumers' overseas direct purchase in the current situation where non-face-to-face transactions and the overseas direct purchase market are active. The study discussed ways to ensure continuous overseas direct purchase by creating a purchasing environment that maximizes consumer utility and minimizes risks.