해외직구 플랫폼 특성이 중국 소비자 고객만족도 및 재구매 의도에 미치는 영향에 관한 연구

Purpose - This study is a study on the effect of the characteristics of overseas direct purchase platforms (reliability, security, product diversity, convenience, and interactivity) on Chinese consumers' customer satisfaction and repurchase intention. Design/methodology/approach - In this study, 420 questionnaires were collected from a survey targeting Chinese overseas direct purchase platform users, and an empirical analysis was conducted on 364 valid questionnaires (86%), excluding negative responses, using the SPSS 27.0 statistical package. Findings - First, the characteristics of the overseas direct purchase platform (reliability, security, product diversity, convenience, and interactivity) were confirmed to have a positive(+) influence on customer satisfaction and repurchase intention. Second, it was confirmed that as customer satisfaction increases, repurchase intention also increases. Third, customer satisfaction was confirmed to have a mediating effect between platform characteristics and repurchase intention. Research implications or Originality - The purpose of this study is to present implications to overseas direct purchase platform consumers and overseas direct purchase platform operators based on demographic analysis, surveys, and empirical analysis.