| abstract |
| Consumers have been increasing who use overseas direct purchase to buy foreign brand goods at affordable price owing to the recent development of the Internet. The purpose of this study was to investigate the risk perception of overseas direct purchase that the consumers, subjects of this study, feel depending on their shopping orientation, and to examine the effects of overseas direct purchase on the purchase intent.
Six people who had overseas direct purchase experience before this study was interviewed; a total of 346 questionnaires obtained from male and female consumers in their 20s to 40s. Data analysis was performed by confirmatory factor analysis and structural equation modeling (SEM) analysis using AMOS 18.0.
According to the investigation of the influences of brand-oriented shopping and discount-oriented shopping, the brand-oriented shopping showed positive impacts on every risk perception (inexpedience, payment, shipping, exchange and refund) for overseas direct purchase. The discount-oriented shopping had significant influence on every risk perception (payment, shipping, exchange and refund) of the overseas direct purchase except for the inexpedience risk perception among overseas direct purchase risk perceptions. According to the investigation of the impact of overseas direct purchase risk perception on the purchase intention showed that payment risk perception and shipping risk perception have significant influences. Finally, according to the examination on the effect of shopping orientation on the purchase intention, the shipping risk perception showed the biggest indirect effects in the case of the brand-oriented shopping.
This study is expected to provide a help in the building and implementation of a marketing strategy for the domestic fashion industry by investigating the difference between overseas risk perception recognized by consumers according to their shopping tendencies and thus their impacts on purchase intention. |
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| Key Words |
| 쇼핑성향, 해외패션제품 직접구매 위험지각, 구매의도, shopping orientation, overseas fashion products direct purchase risk perception, purchase intention |
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