중국 B2C 역직구 수출기업들의 수출 중요요인과 수출성과 간의 실증 연구
An Empirical Study between Important Export Factors and Export Performance of Chinese B2C Reverse Direct Purchase Exporters
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초록
글로벌 온라인 쇼핑문화가 보편화됨에 따라 세계 각국의 소비자들이 국경을 넘어 직접 상품을구매하는 B2C 역직구 시장이 가파른 성장세를 보이고 있다. 특히, 중국의 역직구 시장은 세계에서 규모가 가장 클 뿐만 아니라 우리나라 역직구 수출액의 80% 이상을 차지하고 있어 이에대한 연구는 매우 중요한 의미가 있다. 본 연구는 우리나라 최대 B2C 역직구 수출시장인 중국에 대해 수출 중요 요소를 파악하여 수출성과에 어떠한 영향을 미치는지 실증분석함으로써 중국 B2C 역직구 수출성과 제고에 실무적인 시사점을 제시하기 위한 목적으로 수행하였다. 연구목적 달성을 위하여 중국 소비자를 대상으로 상품을 판매하는 국내의 B2C 온라인 쇼핑몰재직자를 대상으로 실증분석을 하였으며, 연구결과 수출 중요요인 중 제품관련요인과 고객관련요인이 배송관련요인에 비해 수출성과에 미치는 영향이 상대적으로 큰 것으로 나타났다. B2C 역직구가 수출 확대의 새로운 핵심 수단으로 떠오르고 있고, 국내 중소 쇼핑몰이 좁은내수 시장을 벗어나 해외시장에 진출할 수 있는 가장 효과적인 수단임을 감안할 때 기업의입장에서는 해외 수출성과에 영향이 큰 요인을 중심으로 수출전략을 마련하는 것이 중요하며, 정부에서도 이러한 관점에서 다양한 수출 지원정책을 수립할 필요가 있다.
Abstract
Purpose : The research aims to provide implications for developing a more effective and differentiated method of export promotion to China by analyzing the impact relationship with export performance and the level of competitiveness of our country by grasping the important factors of China's B2C reverse direct export. Research design, data, methodology : Among the important export factors, the impact on export performance is relatively large compared to the product-related and customer-related factors, and the priority of this influence relationship should be considered in drawing up measures to boost exports to China's B2C reverse fastball. We would like to place great significance on developing strategic measures for those who actually operate B2C in order to derive more effective research results that reflect the voices of the site as much as possible, rather than relying solely on the literature research. Results : It was analyzed that factors of customer service such as post-service, buyer review, and local product description also have an important impact on export performance. In case of professional shopping malls, the online export capacity is insufficient, which can be cited as an obstacle to the formation of repeat purchases, and the government needs to establish an export integrated platform that can systematically support them, thereby driving customer service competitiveness of small and medium shopping malls.
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