Özet:

Background/Objectives: Every year, more and more consumers use overseas direct purchases. Therefore, we investigated how consumers with practical value orientation have an influence on purchase intention. Methods/Statistical analysis: In this study, research hypotheses and models were established based on previous studies, and independent variables were set as practical values, as parameters were site attributes and logistics attributes, and dependent variables were set as purchase intentions. Data was collected through questionnaires, and a confirmatory factor analysis was conducted to secure validity and reliability. Data were analyzed using AMOS 22.0. Findings: The results of this study confirmed that the practical value propensity of consumers has a significant effect on the site convenience, site safety, and site design variables of overseas direct purchase site attributes, and has a significant effect on the delivery speed and delivery accuracy of the logistics attribute. However, it was confirmed that only the convenience of the site and the accuracy of delivery affect the purchase intention. This confirmed that the convenience of the site for consumers with practical value-oriented overseas direct purchase, and securing the accuracy of delivery affects the purchase intention. Improvements/Applications: It will be an important resource in establishing online marketing strategies for SMEs in Korea, paying attention to the relationship that affects the intention to purchase overseas direct purchase.

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