패널 데이터를 활용한 해외직접구매 이용자 특성 연구 - 항공물류 산업의 시사점 -

Recently as the Cross-border E-commerce market has grown rapidly, competitions between related ecosystems is intensifying. An understanding of the Cross-border E-commerce market is desperately required for operators to secure a competitive edge. However, research attempts to identify the overall characteristics of Cross-border E-commerce users in existing studies are insufficient. This study was conducted with the purpose of empirically analyzing the effect of various consumer characteristics on the use of Cross-border E-commerce. Specifically, the effects of consumer innovativeness, digital literacy, and shopping orientation on whether to use Cross-border E-commerce were analyzed. In addition, Cross-border E-commerce users and domestic online shopping users were compared in what characteristics they showed. In addition, using the characteristics of panel data, we analyzed the change in use over time. This study has a distinction in that it paid attention to dispositional motivation to reveal the mechanism of using Cross-border E-commerce. In addition, this study has the characteristic of using representative data on a national scale collected from institutions with public confidence as analysis data. As a result of logistic regression analysis, it was confirmed that consumer innovativeness, digital literacy and shopping orientation had a significant effect on the use of Cross-border E-commerce. Specifically, among consumer innovativeness, social innovativeness was found to be a significant variable in predicting users of Cross-border E-commerce. And, as expected, digital literacy was also found to be a significant variable in predicting users of Cross-border E-commerce. In addition, among shopping orientations, internet utilization type and proactive confirmation type were found to be significant in predicting Cross-border E-commerce users. Based on these empirical results, I was able to derive some implications for marketing strategies of related companies.