Buying Korean Products through Overseas Direct Purchase as a Distribution Means in China

• 발행기관: 한국유통과학회
• 저자명: Jong-Ho LEE Hwa-Kyung KIM
• 간행물 정보: 『유통과학연구(JDS)』제19권 제2호, 77~86쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.02.28

영문 초록

Purpose: This study focuses on the buying Korean products by Chinese consumers through overseas direct purchase as a distribution means (tool) because they are interested in Korean products because of their excellence. Major variables are national brand, curiosity, price, product quality. Research design, data, and methodology: To make effective analysis, several tools and programs for analysis are used with SPSS Statistics ver. 23.0 and AMOS 23.0. Results: National brand, price, product quality have affirmative impacts on satisfaction and repurchase through overseas direct purchase. But curiosity does not have. Among them the most important variable is product quality. This is the same as Chinese consumers think product quality is the most valuable one when buying Korean products through overseas direct purchase. Next one is price. The last one is a national brand. Conclusions: Among the variables of overseas direct purchase, product quality has the biggest impact on satisfaction and repurchase positively. This means that many Chinese consumers are interested in product quality manufactured in Korea. Also Korean product quality is better than that of China until now. Korean companies should, strongly and continuously, have to improve the quality of Korean products because China focuses on product quality in the distribution process in the national base.

목차

1. Introduction

2. Theoretical Background

3. Research Model

4. Empirical Analysis

5. Conclusion

References

키워드

Overseas Direct Purchase distribution, National Brand Curiosity Price Product Quality