해외직접구매 온라인 웹사이트 이용만족도에 미치는 영향요인에 대한 연구

초록

Purpose: Cross-border e-commerce refers to international online trade that enables customers to purchase products from a seller across national borders. Despite the growing popularity of the cross-border e-commerce, customers have concern regarding this new mode of shopping. Many participants were dissatisfied with the exchange and refund processes, unstandardized product quality, and insufficient after-sales services. They believe that these major areas of the cross-border shopping environment need to be improved. Therefore, the key challenge before cross-border e-commerce is understand customers’ needs in order to enhance customer satisfaction. In this study, we proposed factors that affect consumer satisfaction. Composition/Logic: Based on extant literature on the e-commerce, we proposed that trustworthiness, interactivity, and convenience are major factors that affect customer satisfaction. We also identified sub-dimensions within these factors. Findings: This research tested factors affecting customer satisfaction in cross-border e-commerce using Partial Least Squares Analysis. The results show that trustworthiness of the product quality, and trustworthiness on delivery service, as well as search convenience, access convenience, and transaction convenience were positively related to consumer satisfaction. Originality/Value: Despite the growing popularity of cross-border e-commerce, enough research has not been conducted on the issue. This research contributes to the literature by suggesting the key determinant of customer satisfaction in cross border e-commerce.

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