중국 크로스보더 이커머스 플랫폼의 지속적 이용에 영향을 미치는 품질요인에 관한 연구

The COVID-19 pandemic has caused a surge in online shopping, making cross-border e-commerce a growing trend in global import and export trade. This type of e-commerce provides many opportunities for small and medium-sized enterprises to participate in international trade and helps to enhance national economic competitiveness. Despite existing research on sub-factors, there is a lack of research on factors affecting consumers' continuance use intention of cross-border e-commerce platforms. This study aimed to fill that gap by applying the IS Success Theory to analyze the influence of cross-border e-commerce quality factors on continuance use intention. An empirical analysis was conducted using data collected from an online survey of 276 people with experience using Tmall Global, a Chinese cross-border e-commerce platform. The results showed that system quality, information quality, and service quality positively affected consumer trust and satisfaction, which in turn had a positive effect on continuance use intention. The study's implications suggest that improving service quality, providing accurate and diverse information, and maintaining a stable system are essential for increasing consumer trust, satisfaction, and continuance use intention.