중국 국경 간 B2C 전자상거래 플랫폼에 대한 만족도 및 지속이용의도 연구: 체험경제이론을 중심으로

Entering the 21st century, cross-border e-commerce has brought great changes to consumers’ consumption patterns, and consumers’ demands for cross-border B2C e-commerce platforms have increased. Particularly, in China, markets for Cross-border B2C e-commerce are growing rapidly. Therefore, In this study, the theory of experience economy was applied to understand satisfaction and continuous use intentions for with cross-border B2C e-commerce platforms, and analysis was done with perceived risk and user characteristics as variables. The research results are as follows. First, it was found that educational factors, entertainment factors, aesthetic factors, and escapism factors, which are key variables of the theory of experience economy for the cross-border B2C e-commerce platform, had a significantly positive(+) effect on satisfaction. Second, it has been found that financial risk and delivery risk out of the risks perceived about cross-border B2C e-commerce platforms have significantly negative(-) effects on satisfaction. Third, it has been learned that the degree of involvement, one of the user characteristics, has significantly positive(+) effects on their satisfaction. Lastly, it has been found that satisfaction with the cross-border B2C e-commerce platform has positive(+) effects on continuous use intentions.