해외직구 소비자의 불만 제기 행동에 따른 소비자 유형화 및 결정요인 분석

The cross-border online shopping market has grown rapidly, expanding consumer choices. However, structural constraints such as language barriers, complicated return procedures, and fraudulent online stores continue to cause various types of consumer harm. In this context, understanding how consumers express complaints after experiencing harm, as well as the determinants of such behaviors, is critical for enhancing consumer protection and trust. Nevertheless, empirical research on how consumers express complaints after experiencing such harm remains limited. This study classifies the complaint behaviors of consumers who have experienced harm in cross-border direct purchases and examines differences in harm experiences, perceptions of loss, and market evaluations, along with the determinants of these behaviors. The analysis utilized data from the “2024 Consumer Market Evaluation Index Consumer Survey”, conducted by Embrain Research under the supervision of the Korea Consumer Agency. First, a cluster analysis classified consumer complaint behaviors into four types: “direct action type”, “direct and private action type”, “third-party action type” and “no-action type”. Significant differences were observed among these groups in terms of demographic characteristics, perceived loss and market evaluation, though not in the actual experience of harm. To identify the determinants of each type, multinomial logistic regression analysis was conducted. The results indicated that socio-demographic characteristics such as age, income, household structure, and marital status, as well as the perceived severity of the damage and trust in the market, significantly influenced complaint behavior. In particular, younger consumers and those from larger households were more likely to adopt a hybrid response strategy. Furthermore, a higher level of trust in the market significantly increased the likelihood of choosing direct action type or third-party action type. This study contributes to the literature by classifying consumer complaint behaviors within the non-face-to-face, atypical consumption environment of cross-border e-commerce and empirically identifying the perceptual differences among the types. It provides foundational data for establishing future consumer protection policies and platform-based response strategies.