해외직접구매에 있어서 소비자 갈등에 관한 근거이론적 분석

다국어 초록 (Multilingual Abstract)

Cross-border e-commerce is increasingly becoming commonplace in South Korea, with consumers purchasing goods from foreign internet shopping malls. While consumers can benefit form the expanded market boundary resulting in more choices and better prices, there is also the downside of increased risk in terms of product quality and/or during the transaction process due to limited information. Thus, consumers can experience the dilemma of decision-making between benefits and losses from cross-border e-commerce. The objective of this study is to explore phenomenon of conflict that consumers experience in the cross-border e-commerce. For this purpose, this study adopted grounded theory approach to identify the processes and structures of conflicts. The data collected from postings on a popular Korean online community using a web crawling software. A total 29 subcategories, and 10 categories was derived by open coding and a paradigm model was generated by the result of axial coding. According to the model, consumers adopt crossborder e-commerce through compromise, negotiation, and self-justification while experiencing internal conflicts, and try to resolve conflicts by selecting the combatants’ strategy of ascribing the problems of evasion and resistance. It was found that factors that mediate consumers’ level of internal conflict include previous experiences with cross-border e-commerce, psychosocial variables, delivery service, reputation and reliability of overseas shopping malls, and after-sales
policy of manufacturers. The results of consumers’ internal conflict regarding cross-border e-commerce were classified into three types: emotional satisfaction and reinforced behavior, regret and suspension of transaction, and demand for improvement in the domestic market environment and the retail industry to fundamentally address the causes behind the conflicts. These results imply that properly managing and resolving consumers' conflicts ultimately lead to consumer satisfaction and continuous use of cross-border e-commerce. Implications for management practice and further research are discussed.

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