International Journal of Costume and Fashion

The Korean Society of Costume (한국복식학회)
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A Study on Cross-border Online Shoppers for Fashion Products by Benefit Sought

  • An, Sangheuk (Dept of Fashion Design & Textiles, Inha University) ;
  • Jung, Jihoon (Dept of Fashion Design & Textiles, Inha University) ;
  • Lee, Hyun-Hwa (Dept of Fashion Design & Textiles, Inha University)
  • Received : 2016.08.02
  • Accepted : 2016.10.31
  • Published : 2016.12.31
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Abstract

The purpose of the study was to identify dimensions of benefit sought where consumer cross-border online shoppers seek and to examine the effects of the dimensions on expectancy, perceived performance, disconformity and satisfaction with cross-border online shopping. A total of 258 data were gathered and analyzed using SPSS 22.0. The results of the study identified that six dimensions of benefit sought of cross-border online shopping, which were economic-efficiency, convenience, uniqueness, scarcity, superiority and conformity seeking. There were significant effects of economic-efficiency, scarcity and uniqueness seeking on the expectancy, perceived performance, and satisfaction. In addition, consumers were segmented as four clusters classified using benefit sought of cross-border online shopping. The four clusters were labeled as "high interest type", "disinterested type", "unique scarcity type", and "price-first unfussy type". The significant differences were found among the clusters in the research constructs of expectancy and disconfirmation theory. The findings of the study suggested practical and managerial implications.

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