중국 직구 지속사용의도 분석: 지각된 위험을 중심으로

The recently emerged China-based cross-border e-commerce (e.g., AliExpress, Temu, Shein) have some issues related to the uncertainty and risk including delays and product quality. This research conducted a survey in South Korea for those who have experienced the China-based cross-border e-commerce to examine the impact of the perceived risk on continuance intention to use them. More specifically, this research expanded the Expectation-Confirmation Model (ECM), and tested hypotheses related to the impacts of the perceived risk on satisfaction and continuance intention. As a result, it was found that the confirmation of expectation had a positive impact on the perceived usefulness and satisfaction, and the confirmation of expectation and satisfaction positively affected the continuance intention. The perceived risk had a negative impact on satisfaction, but the impact on the continuance intention was not statistically significant. This is because consumers use the China-based cross-border e-commerce with the expectation of potential inconvenience or risk. This research is unique in that it quantitatively explains consumer behaviors for the recently emerged China-based cross-border e-commerce.