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B2C 역직구를 통한 중국 수출활성화 방안에 관한 연구
이재길,이용근 중앙대학교 한국전자무역연구소 2018 전자무역연구 Vol.16 No.4
Purpose: This study tries to clarify the meaningful export factors that play an important role in business to consumer(B2C) online exports to China and to find out how these factors are related to the export performance of Korea. The purpose of this study is to propose a more effective B2C reverse direct-purchase promotion plan that appeals to Chinese consumers. Composition/Logic: Chapter 1 introduces the background of B2C reverse direct-purchase research with the purpose of the study, and Chapter 2 discusses previous studies on B2C reverse direct-purchase. In Chapter 3, the research model was constructed by assuming three factors such as product related factors, shipping related factors and customer related factors that affect export performance. The research hypothesis was set up based on the previous research. The conclusions of Chapter 5 summarize the main research contents and describe the significance of the research. Findings: As a result of multiple regression analysis, price competitiveness, quality competitiveness, and brand image have a positive effect on export performance in product related factors. However, only the convenience of return has a significant effect on export performance in the shipping related factor. After-sales service, buyer review, and local language product description were found to have a positive effect on export performance in the customer related factor. On the other hand, there were no differences in sales site types in the path between these 3 factors and export performance. Originality/Value: The value of this study is recognized in that we are constructing a research model necessary to enhance Chinese exports and deriving meaningful research results. The result of this study also suggests specific elements that domestic online shopping mall companies can appeal to Chinese consumers in the practical aspect, so that domestic shopping mall companies in seeking a concrete market approach can benefit from the research results.