무역학회지 (Korea Trade Review)

한국무역학회 (Korea Trade Research Association)
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온라인 매칭 및 물류시스템이 역직구 활성화에 미치는 영향-국가신뢰의 매개 효과

The Effect of An Online Matching and Logistics System on Reverse Overseas Direct Purchase: The Mediating Effect of Reliability

  • Ju-Choel Choi (Department of Future Innovation, Kyung Hee University) ;
  • Cheol-Hong Min (Department of International Trade, Korea Trade Network)
  • 투고 : 2020.04.23
  • 심사 : 2020.06.28
  • 발행 : 2020.06.30
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초록

Recently, traditional trade in the global trade market has stagnated in the aftermath of the US-China trade war and the coronavirus (COVID-19) pandemic. However, the global e-commerce market is growing rapidly, presenting a new opportunity for exports. To examine the effect of an online matching and logistics system on reverse overseas direct purchase and the mediating effect of reliability, this study conducted a questionnaire survey on 320 employees in a Korean trade company from March 10 to April 30, 2018. The study model's goodness of fit was tested, and an analysis was performed using the AMOS statistical package. The online matching and logistics system were found to have a positive effect on reverse overseas direct purchase. Furthermore, results revealed that while a country's reliability mediated online matching and reverse overseas direct purchase, it did not mediate the logistics system. These results mean that online matching is affected by a country's reliability in overseas consumers' buying decision process. This study provides implications for the future directions of export companies and national policies to promote reverse overseas direct purchase. Future research including more countries and companies would be able to make further contributions toward the development of the Korean cross-border e-commerce industry.

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