해외직구에서 소비자 가치 요인이 소비자 공존성을 통해 지속 이용 의도에 미치는 영향

As overseas transactions have increased recently, direct purchasing from abroad has emerged as a new trend. Therefore, the purpose of this study is to further improve customer satisfaction and examine in more detail the consumer value factors of overseas direct purchases that affect repurchase intention. This study analyzed the impact of consumer value factors (economic, convenience, hedonic, and product-related) on consumer coexistence (satisfaction and dissatisfaction) and their influence on continuous usage intention in cross-border e-commerce. The analysis data was 233 data from people who experienced overseas direct purchase. The results showed that economic and hedonic factors had a positive effect on consumer satisfaction, while product-related factors also showed a positive influence. Among consumer value factors, convenience had a negative impact on dissatisfaction, but did not have a significant impact on satisfaction. These results confirmed that convenience is only a necessary factor, not a factor for satisfaction. Satisfaction strongly influenced continuous usage intention positively, while dissatisfaction negatively affected it. This study provides strategic insights for enhancing consumer satisfaction and minimizing dissatisfaction in the cross-border e-commerce market, contributing to the sustainable growth of the global e-commerce industry.