중국 B2C 역직구 수출기업들의 수출 중요요인과 수출성과 간의 실증 연구

Purpose : The research aims to provide implications for developing a more effective and differentiated method of export promotion to China by analyzing the impact relationship with export performance and the level of competitiveness of our country by grasping the important factors of China's B2C reverse direct export. Research design, data, methodology : Among the important export factors, the impact on export performance is relatively large compared to the product-related and customer-related factors, and the priority of this influence relationship should be considered in drawing up measures to boost exports to China's B2C reverse fastball. We would like to place great significance on developing strategic measures for those who actually operate B2C in order to derive more effective research results that reflect the voices of the site as much as possible, rather than relying solely on the literature research. Results : It was analyzed that factors of customer service such as post-service, buyer review, and local product description also have an important impact on export performance. In case of professional shopping malls, the online export capacity is insufficient, which can be cited as an obstacle to the formation of repeat purchases, and the government needs to establish an export integrated platform that can systematically support them, thereby driving customer service competitiveness of small and medium shopping malls.