• 동아시아경상학회지
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• 제11권3호
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• pp.11-25
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• 2023

Purpose - The goal of this study is to grasp the current status of the latest overseas direct purchase trends and diversified consumption tendencies, and it can be used as basic quantitative data for selecting the overseas direct purchase market and establishing policies in the e-commerce industry. This study examines the relevance between purchasing equipment and four demographics. Traits of the underlying purchasing equipment are cell phones, tablet PCs and PCs & notebooks. Research design, data, and methodology -This survey was performed in 2021 on a total of 4,537 combined panel households covering 3,510 households and 191,027 additionally set in 2019 and approximately 10,800 household members. In particular, correspondence analysis is utilized to mine the relevance among the underlying variables. Result - It is proved that the underlying demographics except age are relevant to the purchasing equipment of online overseas shopping. Especially, cell phones are closely relevant '2 million-3 million won', jointly relevant to 'service and office work' and marginally to all other academic levels except graduate school or higher. Conclusion - Under intense competition, overseas direct purchase shopping malls should strive to provide not only price competitiveness but better service and customer value in order to continue to grow.

• 한국콘텐츠학회논문지
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• 제22권6호
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• pp.666-679
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• 2022

정보통신기술의 발전으로 국경의 구분이 없어지고, 소비자의 니즈가 다양화되게 됨에 따라 해외직구라는 새로운 소비 형태가 등장하고, 지난 수 년간 성장세를 보이고 있다. 본 연구에서는 해외직구의 다양한 유형 중 가장 보편적인 구매대행 서비스에 대하여, 해외직구 플랫폼이 지니는 콘텐츠 속성과 물류적 속성이 소비자의 지각된 가치와 구매의도에 미치는 실증연구를 시행하였다. 해외직구와 관련한 정보탐색 경험이 있는 국내 남녀 성인 소비자 273명을 통해 자료를 수집하고, 통계적 분석을 시행한 결과는 다음과 같이 요약된다. 첫째, 해외직구 콘텐츠 속성과 물류 속성 중 콘텐츠의 매력성만이 소비자의 지각된 가치에 유의한 영향을 미쳤다. 둘째, 소비자의 지각된 가치는 모두 구매의도로 연결되었으나, 이들 중 감각적 가치가 더욱 큰 영향력을 지녔다. 이러한 연구 결과를 통해, 해외직구 서비스 대행자들의 웹/앱 콘텐츠에서 매력성을 배가시켜야 하며, 변화한 소비자의 니즈에 맞도록 감각적 소비경험을 불러일으킬 수 있는 서비스의 질적 제고를 제안하였다.

• 디지털융복합연구
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• 제20권5호
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• pp.609-615
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• 2022

본 논문은, 개인 간 거래 C2C에 기반으로 해외직구 불법 거래에 관한 모니터링 시스템을 제안한다. 관세법에서는 해외직구 물품이 일정 금액 (미화 150불, 단 미국은 미화 200불)이하 또는 자가 사용 물품으로 인정되는 경우에만 제세를 면제토록 규정하고 있다. 과세를 면제받아 구매한 해외직구 물품을 온라인 등에서 되파는 행위는 무신고 밀수입죄에 해당한다. 그런데도 온라인 중고 사이트에는 이에 대한 되팔이가 증가하여 지속적인 관세법 위반이라는 사회적 이슈로 논란이 되고 있다. 따라서 본 연구에서는 해외직구 관련 불특정 거래 내용을 수집하고, 정보를 빅데이터 방식으로 데이터를 정제하여, 자연어 처리 등을 통해 모니터링 시스템으로 설계하여 판매자와 유사한 형태를 보이는 키워드 분석, 거래방식 분석, 동일성 판별 등을 분석하였다. 해외직구 물품의 불법 거래 단속에 활용이 가능할 것이다.

• 통상정보연구
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• 제18권3호
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• pp.23-43
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• 2016

과거에 비해 현재 소비자는 제품 및 시장 관련 다양한 국내외 정보에 접근할 수 있게 되었다. 전통적으로 B2C는 개별국가의 범위 내에서 진행되어 왔다. 무역이나 해외시장에 전문적인 지식이 부족한 일반 소비자는 국가 간 B2C 유형인 해외직구에 대해 대체로 친숙하지 않거나 심지어 두려움을 가진다. 하지만 B2C 영역이 더 이상 국내거래에만 국한되지 않고 있다. 또한 Amazon, eBay 등 글로벌시장에서 활동하는 거대한 B2C 업체들이 등장하고 있다. 이에 따라 해외직구의 규모도 급성장하고 있다. 본 연구는 국가 수준의 자료를 활용해 해외직구에 대한 체계적인 분석을 진행하고자 한다. 구체적으로 해외직구 관심도와 관련 소비자 개방성, 혁신성, 제도환경 순응성 등 개별국가 소비자 특성의 영향력에 대해 분석을 실시한다. 특히 시장 불확실성, 물류 인프라 등 개별국가의 외부 환경의 조절효과를 함께 분석하고자 한다. 이론적인 측면에서는 자원기반이론(RBV, Resource-Based View), 제도이론(Institutional Theory), 거래비용이론(TCA, Transaction Cost Analysis), 온라인 쇼핑 수용모델(OSAM, Online Shopping Acceptance Model) 등을 활용해 해당 변수에 대한 이론적 근거를 제시하고자 한다.

• 무역학회지
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• 제44권1호
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• pp.143-158
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• 2019

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.

• 복식
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• 제67권2호
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• pp.116-130
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• 2017

Consumers who purchase products from foreign countries and deliver them back to Korea are increasing. According to the Korea Fashion & Textile News (2015), overseas direct shopping reported 39% increase compared to 2013. Furthermore, clothes accounted for 19% of product category. Therefore, the service quality of overseas purchase sites is becoming more important, but studies have been limited. this research focuses on investigating the effects of consumers' shopping orientation on service quality and the effects of service quality on trust, satisfaction, and consumer loyalty. The survey was administered to consumers who had experiences in purchasing through overseas direct purchase websites. The results showed that the perception of service quality differed depending on the respondent's shopping orientation. Among the four shopping orientation groups(shopping confidence, shopping enjoyment, trend pursuit, and shopping follower groups), the shopping confidence group showed the highest mean for all service quality factors. All the groups showed the highest scores on product and trust among the factors of service quality. Next, the results revealed that service quality positively influenced consumers' trust on websites that provide overseas direct purchase services, which further improved customer loyalty. Therefore, the study gives managerial suggestions to online retailers that provide oversea shopping service. They need to provide higher site efficiency, security, product reliability, and responsiveness to cultivate international customers' trust and satisfaction. In particular, it will be important for them to offer accurate, reliable product information and various languages for overseas customers.

• 무역학회지
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• 제44권6호
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• pp.169-185
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• 2019

The purpose of this study is to analyze the structural relationships of perceived value, price sensitivity, and satisfaction between brand image and purchase intention of consumers who have experience of overseas direct purchase. This study collected questionnaires used to analyze these structural relationships. Using the R's plspm package, we analyzed the PLS (partial least squares) structural equation model. In order to examine the relationship between perceived value and price sensitivity, the research model was modified and analyzed. As a result, not only the adoption of the research hypothesis, but also the goodness of fit was higher than before the research model modifying, and the relationship between perceived value and price sensitivity was further verified. The modified research model has higher academic value, so it is necessary to select it as the final proposal model.

• 한국중재학회지:중재연구
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• 제25권1호
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• pp.3-23
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• 2015

As the Internet rapidly emerges as a speedy and cost-effective way of purchasing goods from overseas websites, the number of disputes arising out of overseas direct purchases also increases. In such situations, a disgruntled consumer might be left without an effective remedy. Providing an alternative approach to redress such grievances might assist in resolving such disputes and in increasing consumer confidence in e-commerce. Online Dispute Resolution (ODR) will allow consumers to solve their disputes without going to court, in a quick, low-cost, and simple way. It also helps to eliminate complex jurisdictional and choice-of-law problems. On the other hand, it has many problems such as having inadequate confidentiality and security, not being able to meet the "writing" requirement for arbitration of disputes, having difficulty in enforcing online arbitration agreements, having difficulties in enforcing online decisions and so on. This article investigates relationship online disputes and ODR and suggests ways that ODR can work best in resolving disputes arising out of overseas direct purchases. To expand the ODR system in online disputes, it is very important for domestic consumers to recognize the concept and usefulness of the Alternative Dispute Resolution (ADR) and ODR systems. The Korean government must also help consumers recognize the ADR mechanisms of dispute resolution by public campaign advertisement of ADR systems. Further education of dispute resolution in higher educational institutions is also required as well as assisting the KCAB with funds and the establishment of ADR Law.

• 통상정보연구
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• 제18권1호
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• pp.3-27
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• 2016

본 연구는 소비자 특성과 웹사이트 특성이 해외직구사이트의 만족도와 재구매 의도에 미치는 영향을 실증적으로 살펴보고자 한다. 2015년 10월 해외직구를 이용하는 이용자 230명을 대상으로 설문조사를 실시하여 다중회귀분석으로 검증하였다. 인터넷 쇼핑몰과 관련된 선행연구를 분석하여 소비자 특성을 혁신성, 지각된 위험, 이익인지, 구매성향으로, 웹사이트 특성을 제품구색, 편의성, 신뢰성, 고객 서비스로 도출하였다. 연구결과, 소비자 특성에서 지각된 위험과 이익인지가 만족도에 유의한 영향을 주는 것으로 나타났고, 웹사이트 특성에서는 제품구색, 신뢰성, 고객 서비스가 만족도에 유의한 영향을 주는 것으로 밝혀졌다. 시사점으로 해외직구는 소비자의 불안감을 해소하는 방법으로 다양한 언어를 지원하며 소비자의 의견을 적극적으로 수렴하고 처리해야 할 것이며, 제품과 관련된 반품 및 환불을 신속하게 처리될 수 있도록 시스템을 구축해야 할 것이다.

• Journal of Information Technology Applications and Management
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• 제24권1호
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• pp.93-110
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• 2017

This study aims at classifying and analyzing the business models of reverse overseas direct purchasing through online shopping-malls. After analyzing the current status of the reverse overseas direct purchasing online markets, this study identifies relevant critical business factors and synthesizes prior studies to construct and analyse the business models. This study proposes that the business models can be classified into five types according to the operation modes and three types according to the delivery methods. So theoretically 15 business models can be identified. For each business model this study analyzes the characteristics and the pros & cons. It also suggests deployment strategies for companies by considering cost reduction, brand establishment, customer management, customer aquisition, and easiness from the business perspective. From the customers perspective, cost reduction, reliability, royalty, ease to purchase, and accessibility can be considered according to the types of operation mode. The main contribution of this study is to provide the basic classifications and structures of reverse overseas direct purchasing business models systematically. As the result, our study evaluates the business models that which one is better than others in a situation in terms of company and customer. Lastly, we talk about limits and future prospects of the study.