부산대학교 도서관

This study examines the effect of hedonistic, economic, and practical values, which are sub-elements of shopping value overseas, customs risk and privacy risk, which are sub-elements of perceived risk, and site reliability and site image, which are sub-elements of site characteristics, on customer satisfaction. We also analyse the differences according to payment methods. The main empirical analysis results are as follows. We found that practical shopping value, site reliability, and site image have a positive effect on customer satisfaction in overseas direct purchase. These results indicate that Chinese consumers place more importance on practical value because most of the motivation for using overseas direct purchase is the quality and safety of products. In addition, the characteristics of the site have a significant impact on Chinese consumers' overseas direct purchase process, which is interpreted as increasing the reliability of overseas direct purchase sites and product quality, and a good image of the site increasing customer satisfaction. We analyzed whether there is a difference in the effect of shopping value, perceived risk, and site characteristics on satisfaction according to the following payment methods. First, as a result of analyzing the existing credit card payment and third-party payment separately, we found that the third-party payment have a positive effect on the customer satisfaction level of consumers. This means that in China, where third-party payment methods are mostly used, consumers are highly satisfied with the fast and convenient service and high reliability provided by third-party payment methods. Also, we found the results of the study to reconfirm the moderating effect on the changes in shopping value, perceived risk, and site characteristics according to payment methods do not appear significantly, contrary to expectations. The above results suggest that Chinese consumers who prefer overseas direct purchase should emphasize the assortment, quality and safety of products rather than price benefits, and use a marketing strategy that enhances the image and reliability of overseas direct purchase sites.