Abstract

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.