Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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A Study on Management of Overseas Direct Purchase Site Using UTAUT Model

통합기술수용모형을 활용한 해외직접구매 사이트 관리방안에 대한 연구

  • Kang, Inwon (Department of International Business and Trade, Kyunghee University) ;
  • Son, Jeyoung (Department of International Business and Trade, Kyunghee University)
  • Received : 2019.01.20
  • Accepted : 2018.02.22
  • Published : 2019.02.28
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Abstract

As the overseas direct purchase market grows rapidly, firms are setting up various strategic directions to attract consumers. However, many previous researches on this issue have focused on consumption behavior based on consumers' motivation and demographic factors, so there is a certain limit to suggest practical implications for firms. Therefore, this study proposed modeling to understand how firm's strategic direction influences consumers' acceptance behavior in order to overcome these limitations. For this purpose, this study conducted a survey on 357 domestic consumers and conducted empirical analysis through structural equation model analysis. As a result, the effort expectancy of overseas direct purchase site has a strong influence on consumer intention as much as performance expectancy. We also found that product variety had the strongest impact on performance expectancy and that web site reputation directly affected consumers' behavioral intention as well as purchasing behavior.

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References

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