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The Effects of Consumer Characteristics on Consumer Satisfaction and Recommendation / Repurchase Intention on Overseas Direct Purchase of Cosmetics
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화장품 해외직접구매시 소비자 특성이 소비자 만족 및 추천/재구매 의도에 미치는 영향

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Type
Academic journal
Author
Kang, Eun Mi (동아대학교) Oh, Kyung Sook (부산예술대학교)
Journal
The Korean Society Of Design Culture JOURNAL OF THE KOREAN SOCIETY DESIGN CULTURE Vol.24 No.2 KCI Accredited Journals
Published
2018.6
Pages
11 - 23 (13page)
DOI
10.18208/ksdc.2018.24.2.11

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The Effects of Consumer Characteristics on Consumer Satisfaction and Recommendation / Repurchase Intention on Overseas Direct Purchase of Cosmetics
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Abstract· Keywords

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Recently, as the online shopping has been activated, the number of consumers who want to buy goods at low prices has been increasing, and the overseas direct purchase market has been lively. However, research on overseas direct purchasing of cosmetics is insufficient. The purpose of this study is to investigate the effect of shopping orientation and perceived risk on consumers’ satisfaction and recommendation/ repurchase intention. The data of this study were collected using questionnaires for adult female consumers who had direct overseas purchase experience of cosmetics. Data were analyzed using frequency analysis, reliability analysis, factor analysis, t-test, and regression analysis using SPSS win 23.0. The results of the study are as follows.
As a result of examining the effect of shopping orientation and perceived risk on consumer satisfaction and recommendation/repurchase intention, Consumer satisfaction is most influenced by innovation/diversity pursuits, followed by economic pursuits and quality-seeking trends. Risk perception affected negatively on consumer satisfaction, among which the payment/delivery risk and the unexperienced risk at overseas direct purchase influenced consumer satisfaction. That is, the more consumers perceive the payment/delivery risk, and the unexperienced risk purchasing without using the product, the lower the consumer satisfaction. The recommendation/ repurchase intention was most influenced by consumer satisfaction, followed by innovation/diversity pursuits and economic pursuits. However, risk perception did not affect recommendation/ repurchase intention. The results of this study can be of practical help to marketers who are in charge of overseas direct purchase of cosmetics.
#Overseas Direct Purchase(해외직접구매) #Shopping Orientation (쇼핑성향) #Risk Perception(위험지각) #Consumer Satisfaction(소비자 만족) #Recommending/Repurchase Intention(추천/재구매 의도)

Contents

Abstract
국문초록
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구방법 및 절차
Ⅳ. 결과 및 논의
Ⅴ. 결론 및 제언
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UCI(KEPA) : I410-ECN-0101-2018-600-003106304