크로스 보더 플랫폼에서 소비자 쇼핑에 미치는 영향 요인 연구: 한·베트남 소비자 비교

Cross-border e-commerce is having a significant impact on trade transactions between countries. Therefore, this study seeks to identify factors influencing consumer shopping behavior across the border. To conduct the study, a comparative study was conducted between Korean and Vietnamese consumers. This study investigated the relationship between the level of local digital infrastructure in the importing country and consumers' shopping satisfaction, and the relationship between quality factors of cross-border platforms and consumers' shopping satisfaction. Additionally, we identified differences between the Korean and Vietnamese consumer markets in how importing country digital infrastructure factors and platform quality factors affect consumer shopping satisfaction. A survey was conducted targeting consumers in both countries, and the collected data was analyzed statistically to verify the hypothesis. Through the research results, the factors affecting consumer shopping satisfaction on cross-border platforms were identified, and the differences between the Korean and Vietnamese markets were identified. This study provides leading academic and practical implications by studying consumer behavior on the recently increasing cross-border platform.