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The Effect of Quality Factors of Overseas Direct Purchase on Perceived Value and Purchase Intention: The Moderating Effect of Price Sensitivity

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2021, 26(3), pp.173-180
  • DOI : 10.9708/jksci.2021.26.03.173
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : February 5, 2021
  • Accepted : March 12, 2021
  • Published : March 31, 2021

JUNG JI HEE 1,  Jae-Ik Shin 1

1경상대학교

Accredited

ABSTRACT

In this study, variables were constructed based on previous studies to examine the effects of overseas direct purchase quality factors(information quality, system quality, and service quality), perceived value, and purchase intention. In addition, differences between groups were examined through the moderating effect of price sensitivity. A survey was conducted on overseas direct purchase users, and 178 questionnaires were used for empirical analysis. The collected data was analyzed by SPSS 25.0 and AMOS 21.0. The results are as follows: First, it was found that the quality factors of overseas direct purchase had a positive effect on perceived value. Second, it was found that the quality factors of overseas direct purchase had a positive effect on purchase intention. Third, as a result of testing the moderating effect of price sensitivity in the relationship between the quality factors of overseas direct purchase, perceived value, and purchase intention, there was no difference between groups. In conclusion, the implications and limitations of this study are presented.

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This paper was written with support from the National Research Foundation of Korea.
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