전자상거래를 이용한 해외직구는 가격과 품질을 우선시하고 합리적으로 물품을 구매하는 소비자의 인식변화, 모바일을 포함한 인터넷의 확산, 국제배송의 신속화, 온라인 쇼핑몰 운영자의 적극적인 마케팅과 결제방법의 편리성 등으로 인해 2011년부터 2017년까지 매년 평균 40% 이상 증가하고 있다. 해외직구물품은 목록통관을 원칙으로 하나, 밀수․관세탈루 방지와 미화 150불 이상에 해당하는 경우에는 목록통관을 배제하고 일반통관절차를 적용하고 있다. 그러나 일반통관절차는 기업이 수입하는 물품에 적용되는 절차이므로 개인이 수입하는 해외직구물품에 적용하는 것은 적합하지 않다. 따라서 본 연구는 간이통관이 배제되는 해외직구물품에 대한 관세 등의 납세신고 방법 개선, 물품신고시 전자 상거래에 적합하도록 신고항목 축소, 그리고 서류보관 의무 면제 등의 방안을 제시하였다.

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.