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NTIS 바로가기Family and environment research : fer, v.55 no.2, 2017년, pp.153 - 166
조은선 (서울대학교 소비자학과) , 이진명 (충남대학교 소비자생활정보학과) , 나종연 (서울대학교 소비자학과)
This study examined the effects of the cognitive and affective country image of Korea on product evaluation and purchase intention for Korean products. The research model was developed from relevant literature based on the halo effect model and data was collected using a self-administered online sur...
핵심어 | 질문 | 논문에서 추출한 답변 |
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역직구란 무엇인가? | 과거 내수에 국한됐던 온라인 쇼핑이 국경을 넘어선 글로벌 쇼핑으로 전환되며 국제 전자상거래 시장이 빠르게 팽창하고 있다. 특히 해외직구의 성장세는 한풀 꺾인 데 반해 해외 소비자들이 국내 온라인 사이트를 통해 직접 상품을 구매하는 ‘역직구’의 성장세는 매우 가파르다[22]. 2014년 6,542 억 원이었던 역직구 거래액은 2015년 1조 1,933억 원을 기록하며 연평균 82. | |
국제 전자상거래 시장이 빠르게 팽창하는 이유는? | 과거 내수에 국한됐던 온라인 쇼핑이 국경을 넘어선 글로벌 쇼핑으로 전환되며 국제 전자상거래 시장이 빠르게 팽창하고 있다. 특히 해외직구의 성장세는 한풀 꺾인 데 반해 해외 소비자들이 국내 온라인 사이트를 통해 직접 상품을 구매하는 ‘역직구’의 성장세는 매우 가파르다[22]. | |
소비시장을 바라보는 시각을 내수를 넘어 글로벌 단위로 확장하는 것은 물론 해외 소비자들의 인식과 특성을 파악이 필수적인 이유는? | 이러한 역직구의 기회를 포착하고 새로운 시장을 개척하기 위해 국내 유통 및 소비재 기업은 온라인화 및 글로벌화를 적극적으로 추진하고 있다. 세계적인 온라인 유통업체들과 맞서 해외직구에 나서는 ‘역직구족’들을 끌어들이기 위해서는 해당 시장의 특성 및 해외 소비자의 행태를 이해하고 국가별 맞춤화된 전략을 전개 하는 것이 필수적이다[15]. 따라서 소비시장을 바라보는 시각을 내수를 넘어 글로벌 단위로 확장하는 것은 물론 해외 소비자들의 인식과 특성을 파악하는 노력이 요구된다. |
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