The purpose of this study was to investigate the effect of perceived risk, community usage motive, and price sensitivity of customers who purchase children’s wear directly from overseas on customer satisfaction. Specifically, this study is aimed at verifying the moderating effect of price sensitivity when perceived risk and community usage motive significantly influence customer satisfaction. A survey was conducted among consumers who experienced directly purchasing children’s wear from overseas and engaging in communities. A total of 415 questionnaires were distributed, which 41 responses were insincere and excluded; thus, 374 responses were analyzed. Results of this study are as follows. First, the analysis on how perceived risk and community usage motive influence customer satisfaction reveals the significant influence of economic and social psychological risk on customer satisfaction. Moreover, informational, recreational, and social emotional usage motive have a significant influence on customer satisfaction. Second, the effect of perceived risk and community usage motive on customer satisfaction based on different levels of price sensitivity was verified. As a result, delivery and economic risks affect customer satisfaction for consumers with high price sensitivity. Moreover, recreational usage motive has a significant influence on customer satisfaction for high price sensitive consumers. In conclusion, perceived risk negatively impacts customer satisfaction. Therefore, it is essential to provide a system that can reduce the perceived risk of consumers who purchase children’s wear directly from overseas.

Abstract
 I. Introduction
 Ⅱ. Background
  1. Overseas direct purchase
  2. Purchase behavior of children’s clothing
  3. Perceived risk
  4. Community usage motive
  5. Price sensitivity
  6. Customer satisfaction
 Ⅲ. Methods
  1. Research hypothesis
  2. Data collection
  3. Research measurement
 Ⅳ. Results and Discussion
  1. Demographic characteristic
  2. Factor analysis of community usage motive
  3. Verification of research hypothesis
 Ⅴ. Conclusion
 References

• Ki Yeon Kim(Dept. of Fashion Design, Sungkyunkwan University) | 김기연
• Sun Jin Hwang(Dept. of Fashion Design, Sungkyunkwan University) | 황선진 Corresponding author