해외소비자 구매요인 탐색을 통한 해외직판 확대방안 연구

Despite the economic slowdown and decrease in offline exports, the volume of direct overseas sales in Korea has grown over 10 times compared with that of 2015. The purpose of this study is to find out the factors influencing the increase in online exports through a survey of 1,130 consumers in five countries. The measurements influencing exports growth were used as four variables such as price, product, auxiliary service and online service. To estimate effectively consumer purchase factors, ordered probit model was used in this paper. The three findings drawn from the study are as follows. First product and online service are the biggest factors contributing to the increase in export among the four measurements. Second, different factors are necessary for increasing exports by country. Auxiliary service, online service can have a significant impact on exports in the US and Japan where Korean product loyalty is low. On the other hand product and online service are an important factor in increasing exports in China, Vietnam and Indonesia where customer loyalty is very high for Korean goods. KCI Citation Count: 6