기대가치 이론을 통한 중국 해외직구 플랫폼에 대한 소비자의 기대와 충족 분석

This study aims to identify consumers’ expectations and gratifications on Chinese overseas direct purchase platforms by applying the concepts of Gratification Sought (GS) and Gratification Obtained (GO) from expectancy-value theory. Additionally, the study analyzed the influence of gratification obtained factors on consumers’ continuous use intention. An online survey was conducted with adult consumers in their 20s to 50s who had made purchases on Chinese overseas direct purchase platforms within the past six months. A total of 365 valid responses were collected and statistically analyzed using SPSS 26.0. The main findings of the study are as follows. First, among the gratification sought and obtained by consumers on these platforms, economic efficiency ranked the highest, followed by convenience, adventure, novelty, and playfulness, while functionality and safety were below average. Second, when examining the differences between gratification sought and obtained, functionality, convenience, and safety exceeded consumer expectations, while economic efficiency and rarity fell short of expectations. Third, the analysis of the impact of gratification obtained factors on continuous use intention revealed significant positive effects in the following order: social relations, functionality, playfulness, rarity, and economic efficiency. This study contributes to academic literature by applying expectancy-value theory to examine consumer expectations and gratification levels in new retail channels, as well as the gaps between them. Moreover, it provides practical implications for improving the operation of Chinese overseas direct purchase platforms to foster continuous consumer use, while offering strategic insights for the domestic retail industry to stay competitive.