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  • 한국과학기술정보연구원(KISTI) 서울분원 대회의실(별관 3층)
  • 2024년 07월 03일(수) 13:30
 

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Relationship between Product Characteristics and Customer Purchase Intention in Cross-Border Online Shopping: Focus on Chinese Consumers

융합경영연구 / The Journal of Economics, Marketing and Management, (E)2288-7709
2022, v.10 no.6, pp.47-57
https://doi.org/https://doi.org/10.20482/jemm.2022.10.6.47
FU, Yi (Department of Management Information Systems, Gyeongsang National University)
KIM, Jae-Hyeon (Manager of Contents Financing Support Group, Korea Creative Content Agency)
CHO, Sung-Eui (Department of Management Information Systems, Gyeongsang National University)
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Abstract

Purpose: This study explored the relationship between product characteristics and customer purchase intention in cross-border online shopping. Research design, data, and methodology: Through literature review, the research model of product characteristics and consumers' purchase intention is constructed, and trust is taken as a medium variable. Based on the survey data of Chinese consumers, empirical analysis and hypothesis verification are conducted. This study used SPSS version 21 to confirm the reliability and validity of the research model. To confirm the media effect of the model in this study, the Sobel Test was used. Results: The results of hypothesis identification of this research model showed that 8 of the 11 hypotheses were adopted and 3 were rejected. Results confirmed the relationship between product characteristics (specification, diversity, reputation, novelty, quality) and customer purchase intention. Conclusions: The result from this study had particular theoretical significance for improving the research on cross-border online shopping systems to improve the safety and satisfaction of customers in cross-border online shopping.

keywords
Cross-border Online Shopping, Customer Purchase Intention, Product Characteristics, Comparative Advantage

융합경영연구