The Factors affecting Consumer Satisfaction of Overseas Direct Purchase Platforms and the Moderating Effects of WOM & Media

The number of Chinese consumers purchasing Korean products through overseas direct purchase is increasing every year. Customer satisfaction can vary depending on the components of the overseas direct purchase platform. At the same time, customer satisfaction and consumption behavior for overseas direct purchase platforms can vary depending on the influence of WOM and Media. Therefore, this study aims to examine the components of the platform that affect consumer satisfaction and repurchase, and at the same time, to identify the moderating effects of WOM and Media on the consumption satisfaction process. A valid 273 copies were used in the study through an online survey targeting Chinese consumers who have purchased or are planning to purchase Korean products through overseas direct purchase platforms. AMOS 23.0 was used to verify the research hypothesis, and important statistical tests were conducted using path analysis. Through this, we found that WC (convenience of overseas direct purchase platform system), D (delivery quality), and DS (platform design content attribute) have a statistically significant effect on S (customer satisfaction), and at the same time, the cognitive path effect has a significant moderating effect on this research model.