해외 온라인 개인 구매대행 서비스의 지속적 이용에 대한 영향 요인 연구 : 중국 소비자를 중심으로

As the number of people going aboard is growing and technology is developed rapidly, Chinese customers are also getting better understanding about overseas products, and they hope to get less expensive and better ones, which leads to the growth of the online overseas purchasing agent service. In this paper, we tried to analyze the factors that impact the usage of online overseas purchasing agent service using the survey data. We found that customers pursue not only the reasonable prices but also enjoyment of shopping in the online overseas purchasing agent service. In addition, product scarcity and the information literacy of a customer were positively related with the use of online overseas purchasing agent service.