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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제16권 제8호
발행연도
2018.1
수록면
79 - 89 (11page)

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Purpose – This research aims to investigate the factors that influence consumer’s overseas online shopping behavior. Consumers adopt overseas online shopping as a new buying way and more and more consumers prefer overseas online shopping than traditional shopping ways. Consumers’ behaviors in this shopping experience can be different from other shopping experiences. With the increase of overseas online shopping, we need to find antecedents and results of overseas online shopping. Especially there would be positive or negative factors which influence overseas online shopping motivation. To find the relationship, this study examines self-efficacy and impulsivity as major factors which influence overseas online shopping. We also suggest that several attitude factors increase self-efficacy and it is positively related to customer satisfaction. On the other hand, we assume that overseas online shopping factors influence impulsivity of buying and it will decrease customer satisfaction. Research design, data, and methodology – This empirical study data were collected from Korean people who experience overseas online shopping. The subjects for this study were confined to shoppers who used overseas online shopping within the past six months. A total of 267 responses were gathered. SPSS 23.0, PLS 2.0 software were used in the data analysis. Descriptive statistics were used to show sample characteristics. We examined reliability, validity test for constructs. All measurement items used seven-point scales(1= very strong disagree, 7 = very strongly agree) drawn from previously published papers. Partial Least Square method was applied to find the relationship between antecedent factors and dependent factors and hypotheses were estimated. Results – Results show that perceived superiority, perceived ease of use, perceived transaction safety, perceived behavioral control positively affect self-efficacy. Self-efficacy influences positively to consumer’s post purchase satisfaction. Perceived monetary benefit and perceived uniqueness motivated impulse buying. This can make consumer’s post purchase dissatisfaction. Conclusions – This paper attempted to confirm the existence of both the positive and negative faces of overseas online shopping. The result reveals that self-efficacy is a major factor which may increase satisfaction in the overseas online shopping. Usually, we can think monetary benefit and uniqueness of products motivate overseas online shopping. But it can also intrigue impulse buying and negatively affect customer relationship. Therefore companies should provide enough products information to their potential customers and they might apply adequate processes such as recommendation, comparing systems to build long term relationship with their customers.

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참고문헌 (56)

참고문헌 신청
Ajzen, I. / 1986 / Prediction of goal-directed behavior-attitudes, intentions, and perceived behavioral-control / Journal of Experimental Social Psychology 22(5):453~474 google schola Alhorr, H. S. / 2010 / E-Commerce On The Global Platform: Strategic Insights On The Localization-Standardization Perspective / Journal of Electronic Commerce Research 11(1):6~13 google schola Bandura, A. / 1977 / Self-efficacy: Toward a unifying theory of behavioral change / Psychological Review 84(2):191~215 google schola Baty, J. B. / 1995 / InterShop: enhancing the vendor/customer dialectic in electronic shopping / Journal of Management Information Systems 11(4):9~31 google schola Bian, Q. / 2012 / Purchase intention for luxury brands: A cross cultural comparison / Journal of Business Research 65(10):1443~1451 google schola

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