중국 B2C 글로벌전자상거래 소비자의 구매체험 요인이 재구매 의도에 미치는 영향에 관한 연구:S-O-R 모형의 적용을 중심으로

초록

With the recent development of B2C global e-commerce and the development of IT technology, global e-commerce platforms have emerged. Through this, the development of the cross-border trade environment was promoted, and opportunities for corporate globalization in the production and sales of products and services were rapidly increased. This study was theoretically based on S-O-R (stimulus-organism-response). Here, the purchasing experience involved in using B2C e-commerce is looked at from three perspectives: convenience experience, product quality experience, and logistics service experience. The subjects of this study are consumers in Shandong, China who have experience using Alibaba, Jingdong and in order to collect appropriate data, the 山东省电子商务协会, 山东省跨境电子商务协会, 山东省电子商务促进会, 山东省电商研究中心 were mainly referred to. For the empirical analysis of this study, descriptive statistical analysis and hierarchical regression analysis were performed through SPSS 26.0 statistics. As a result of the analysis, it is possible to verify the significant effect of purchase experience on repurchase intention through customer satisfaction when purchasing products on a B2C global platform.

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