Human Ecology Research

The Korean Home Economics Association (대한가정학회)
권호 표지
DOI QR코드

DOI QR Code

The Application of the Theory of Planned Behavior to Transnational Consumption Behaviors: Focused on Cross-Border Online Shopping

합리적 행동이론을 적용한 초국가적 소비행동에 관한 연구: 해외직구를 중심으로

  • Seo, Min Jeong (Department of Fashion Design, Chonbuk National University) ;
  • Jeong, Yu-Jin (Department of Child Studies, Chonbuk National University)
  • Received : 2017.11.16
  • Accepted : 2018.02.08
  • Published : 2018.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

Cross-border online shopping is an example of non-mobile transnational consumption behavior that has become more popular over the last decade due to the development of technology and transportation. Based on the Theory of Reasoned Action(TRA), this study proposed and tested the hypothesized model that would explain the relationships among consumption beliefs, attitudes toward cross-border online shopping, subjective norms, and purchase intention. Consumption beliefs were measured by global consumption orientation, consumer orientation, and global brand beliefs. In addition, subjective norms included two types: online and offline norms. Descriptive statistics and path analysis were employed for the analysis of the dataset of 174 participants. As a result, the hypothesized model was generally supported. Consistent with the hypothesis, global consumption orientation and global brand beliefs were positively related to positive attitudes toward cross-border online shopping but negatively associated with consumer ethnocentrism. Offline subjective norms positively predicted both the attitudes and purchase intention whereas online subjective norms only predicted purchase intention. The results reflected that TRA was applicable to the intention of cross-border online shopping in a current on-line shopping context. We also discussed the practical applications and limitations of the study.

Keywords

References

  1. Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (Eds.), Action control: From cognition to behavior (pp. 11-39). Berlin, Heidelber, New York: Springer-Verlag.
  2. Alden, D. L., Steenkamp, J. B. E. M., & Batra, R. (2006). Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences. International Journal of Research in Marketing, 23(3), 227-239. doi:10.1016/j.ijresmar.2006.01.010
  3. Alden, D. L., Steenkamp, J. E. B. M., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63(1), 75-87. https://doi.org/10.2307/1252002
  4. Andrews, L., & Bianchi, C. (2013). Consumer internet purchasing behavior in Chile. Journal of Business Research, 66(10), 1791-1799. doi:10.1016/j.jbusres.2013.01.012
  5. Bagozzi, R. P., Wong, N., Abe, S., & Bergami, M. (2000). Cultural and situational contingencies and the theory of reasoned action: Application to fast food restaurant consumption. Journal of Consumer Psychology, 9(2), 97-106. doi:10.1207/S15327663JCP0902_4
  6. Barns, M. (2016, January 20). Global e-commerce becoming the great equalizer. Forbes. Retrieved June 22, 2017, from https://www.forbes. com/sites/greatspeculations/2016/01/20/global-e-commerce- becoming-the-great-equalizer/#5452cdd35773
  7. Batra, R., Ramaswamy, V., Alden, D., Steenkamp, J. E. B. M., & Ramachander, S. (2000). Effects of brand local and non-local origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83-95. doi:10.1207/S15327663JCP0902_3
  8. Chae, M. S., Jeong, G. Y., & Kim, M. J. (2011). The relationship between determinants of global brand attitude and purchase intention for global brand. Journal of International Trade and Industry Studies, 16(2), 115-148.
  9. Chen, N. (2008). Comparison on global brand preference and purchase intention between university students of Busan and Shanghai (Unpublished doctoral dissertation). Pukyong National University, Busan, Korea.
  10. Cho, H., Kim, K. H., & Byun, S. H. (2014). Analysis on overseas direct purchasing utilizing global online shopping mall(B2C). The e-Business Studies, 15(4), 343-361. https://doi.org/10.15719/geba.15.4.201408.343
  11. Chou, H. W., Yen, C. L., & Hwang, L. R. (2016). A study of young Taiwanese consumers' attitude toward internet transnational surrogate buyer service: Perpsectives from merchandise attribute, consumers' perceived results and characteristics. Asian Journal of Computer and Information Systems, 4(6), 186-192.
  12. Crespo, Á. H., & Del Bosque, I. R. (2008). The effect of innovativeness on the adoption of B2C e-commerce: A model based on the Theory of Planned Behaviour. Computers in Human Behavior, 24(6), 2830-2847. doi:10.1016/j.chb.2008.04.008
  13. De Cannière, M. H., De Pelsmacker, P., & Geuens, M. (2009). Relationship quality and the theory of planned behavior models of behavioral intentions and purchase behavior. Journal of Business Research, 62(1), 82-92. doi:10.1016/j.jbusres.2008.01.001
  14. Dimofte, C. V., Johansson, J. K., & Bagozzi, R. P. (2010). Global brands in the United States: How consumer ethnicity mediates the global brand effect. Journal of International Marketing, 18(3), 81-106. doi:10.1509/ jimk.18.3.81
  15. Ettenson, R., & Klein, J. G. (2005). The fallout from French nuclear testing in the South Pacific. International Marketing Review, 22(2), 199-224. doi:10.1108/02651330510593278
  16. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research . Reading, MA: Addison- Wesley.
  17. Fitzgerald, L. (2004). The influence of social communication networks on intentions to purchase on the web. International Journal of Internet Marketing and Advertising, 1(2), 137-154. doi:10.1504/ IJIMA.2004.004017
  18. Fitzmaurice, J. (2005). Incorporating consumers' motivations into the theory of reasoned action. Psychology & Marketing, 22(11), 911-929. h doi:10.1002/mar.20090
  19. Guo, X. (2013). Living in a global world: influence of consumer global orientation on attitudes toward global brands from developed versus emerging countries. Journal of International Marketing, 21(1), 1-22. doi:10.1509/jim.12.0065
  20. Hale, J. L., Householder, B. J., & Greene, K. L. (2002). The theory of reasoned action. In J. P. Dillard & M. Pfau (Eds.), The persuasion handbook: Developments in theory and practice . Thousand Oaks, CA: Sage Publications.
  21. Hammond, R. A ., & Axe lrod, R. ( 2006 ). The evolut ion of ethnocentrism. Journal of Conflict Resolution, 50(6), 926-936. doi:10.1177/0022002706293470
  22. Han, C. M., & Won, S. B. (2016). An empirical investigation on crosscountry differences in consumer ethnocentrism. Journal of Korean Marketing Association, 31(1), 85-107. doi:10.15830/kmr.2016.31.1.85
  23. Hansen, T., Jensen, J. M., & Solgaard, H. S. (2004). Predicting online grocery buying intention: A comparison of the theory of reasoned action and the theory of planned behavior. International Journal of Information Management, 24(6), 539-550. doi:10.1016/ j.ijinfomgt.2004.08.004
  24. Honkanen, P., Verplanken, B., & Olsen, S. O. (2006). Ethical values and motives driving organic food choice. Journal of Consumer Behaviour, 5(5), 420-430. doi:10.1002/cb.190
  25. Jang, Y. S., & Lee, Y. J. (2011). A study of the seafood brand influence on purchase intention focus on the mediating effects of attitude The Journal of Fisheries Business Administration, 42(1), 97-112.
  26. Javadi, M. H. M., Dolatabadi, H. R., Nourbakhsh, M., Poursaeedi, A., & Asadollahi, A. R. (2012). An analysis of factors affecting on online shopping behavior of consumers. International Journal of Marketing Studies, 4(5), 81-98. doi:10.5539/ijms.v4n5p81
  27. Jeon, H., Jae, M. K., & Lee, S. (2016). The influence of ethnocentrism and consumer animosity on consumer boycott. Journal of Consumer Policy Studies, 47(2), 149-170. https://doi.org/10.15723/jcps.47.2.201608.149
  28. Josiassen, A., Assaf, A. G., & Karpen, I. O. (2011). Consumer ethnocentrism and willingness to buy: analyzing the role of three demographic consumer characteristics. International Marketing Review, 28(6), 627-646. doi:10.1108/02651331111181448
  29. Jung, H. J., & Oh, K. W. (2013). Impacts of ethical consumption beliefs on attitudes toward eco-friendly faux leather apparel products and mediating roles of perceived consumer effectiveness and apparel environmental knowledge. Journal of the Korean Society of Clothing and Textiles, 37(2), 125-137. doi:10.5850/JKSCT.2013.37.2.125
  30. Jung, W., & Yoon, S. (2013). Predicting purchase intent on social commerce: Use of TPB(Theory of Planned Behavior), and TRI(Technology Readiness). Journal of Korea Service Management Society, 14(2), 1-24.
  31. Karabiyik, N., Ozgoren, F., & Bilgen, E. (2014, May-June). Transnational consumer concept and a research on identifying transnational consumer profile in Turkey. Paper presented at the Turkish Migration Conference 2014: Comparative Perspectives and Continuities, London, UK.
  32. Kim, B. (2014, Feburary 24). (New distribution big bang_distribution revolution: cross-border online shopping/parallel import) a profitable business after paying shipping charges and taxes. Hankyung Business. Retrieved August 17, 2017, from http://magazine.hankyung.com/ business/apps/news?popup=0&nid=01&c1=1001&nkey=2014030500 952000301&mode=sub_view
  33. Kim, D. C., & Nam, K. D. (2017). An empirical on the influence of country image of America and previous visit on the cross-border shopping intention. Commerce and Information Review, 19(1), 67-98.
  34. Kim, D. M. (2016, August 1). Ecommerce, cross-border disappears. Korea Shipping Gazzett. Retrieved March 1, 2017, from http://www.ksg. co.kr/news/main_newsView.jsp?bbsID=news&bbsCategory=KSG&cate goryCode=all&backUrl=main_news&pNum=109487
  35. Kim, E., Park, J., & Park, J. (2014). Factors influencing consumers' overseas-direct-purchase Behaviors. Advertising Research 103, 139- 175.
  36. Kim, J., Park, E., Shon, Y., Woo, S., Yoo, S., & Lee, B. (2009). Advertising Psychology. Seoul: Communication Books.
  37. Kim, J. S., & Lee, J. (2015). Influence of global consumption orientation, global identity and consumer ethnocentrism on attitudes toward global brands. International Business Review, 19(2), 25-47.
  38. Kim, M. S., & Han, Y. S. (2001). Understanding consumer behavior online shopping: An application of the Theory of Reasoned Action and the Theory of Planned Behavior. The Korean Journal of Social and Personality Psychology, 15(3), 17-32.
  39. Kim, T., & Chung, J. (2016). An empirical study on satisfaction and repurchase intention at the overseas direct purchase website users. International Commerce and Information Review, 18(1), 3-27.
  40. Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The animosity model of foreign product purchase: An empirical test in the People's Republic of China. Journal of Marketing, 62(1), 89-100. doi:10.2307/1251805
  41. Kline, R. B. (2005). Principle and practice of structural equation modeling (2nd ed.). New York, NY: Guilford.
  42. Korea Consumer Agency. (2014). Utilization and improvement plan for cross-border online shopping. Retrieved April 20, 2017, from https://www.kca.go.kr/brd/m_46/view.do?seq=1835&srchFr=&srchTo=&srchWord=&srchTp=&itm_seq_1=0&itm_seq_2=0&multi_itm_seq=0&company_cd=&company_nm=&page=14
  43. Korea Consumer Agency. (2016). Utilization and consumer injury report for cross-border online shopping. Retrieved October 11, 2017, from https://www.kca.go.kr/brd/m_46/down.do?brd_id=R001&seq=2018&data_tp=A&file_seq=2
  44. Korea Custom Service. (2017). Cross-border online shopping in the first half of the year, an increase of 34% over the previous year. Retrieved January 27, 2018, from http://www.customs.go.kr/kcshome/cop/bbs/selectBoard.do?bbsId=BBSMSTR_1018&nttId=3961&layoutMenu No=294
  45. Lee, E. (2008). A study of online word of mouth effect on consumer's new product adoption. Journal of PR and Advertising Research, 16, 1-21.
  46. Lee, E. J., & Park, J. K. (2009). Online service personalization for apparel shopping. Journal of Retailing and Consumer Services, 16(2), 83-91. doi:10.1016/j.jretconser.2008.10.003
  47. Lee, J. (2013, October 25). Malltail, the support of domestic online communities. Gyotong Newspaper. Retrieved April 17, 2017, from http://www.gyotongn.com/news/articleView.html?idxno=58171
  48. Lee, J. Y., Choo, H. J., & Lee, H. (2015). Fashion consumers' purchase intention on cross-border online shopping. Fashion & Textile Research Journal, 17(5), 741-753. doi:.5805/SFTI.2015.17.5.741 https://doi.org/10.5805/SFTI.2015.17.5.741
  49. Lee, S. Y., & Chon, B. S. (2012). Factors in discriminating SNS users in Korea. Information Policy, 19(4), 46-62.
  50. Lee, T. M., & Kim, D. W. (2008). Consumers cognitive, affective and behavioral responses to hit product awards as extrinsic cue: The moderating role of product involvement and product type. Journal of Korean Marketing Association, 23(4), 71-103.
  51. Lee, J. W., & Kim, M. Y. (2016). Effect of on/off-line acquaintance's recommendation message on product attitude and purchase intention. Journal of the Korean Society of Clothing and Textiles, 40(6), 1010-1024. https://doi.org/10.5850/JKSCT.2016.40.6.1010
  52. Min, N. (2014, October 14). Consumer's straightforward comment: The 10 commandments for cross-border online shopping beginners. Slow News. Retrieved October 29, 2017, from http://slownews.kr/30644
  53. Moon, H. (2014, March 17). Price revolution led by smart consumption: Much, much cheaper from bags to imported cars. Joongang Current Magazine. Retrieved June 8, 2017, from https://jmagazine.joins.com/ economist/view/300840
  54. Ozyer, Y., Degerli, B., Degerli, A., & Gozukara, E. (2016). Card usauge by Tursk when travelling abroad: Shopping and transnatioanlisation. Transnational Marketing Journal, 4(1), 10-19.
  55. Park, D., & Seok, Y. (2016). Press release. Retrieved February 8, 2017, from http://www.cpb.or.kr/brd/m_32/down.do?brd_ id=G004&seq=2085&data_tp=A&file_seq=1
  56. Park, J. M. (2013, October 7). What is cross-border online shopping? Edaily. Retrieved March 21, 2017, from http://www.edaily.co.kr/news/ NewsRead.edy?SCD=JE41&newsid=02906086602970624&DCD=A00 504&OutLnkChk=Y
  57. Punj, G. (2011). Effect of consumer beliefs on online purchase behavior: The influence of demographic characteristics and consumption Values. Journal of Interactive Marketing, 25(3), 134-144. doi:10.1016/ j.intmar.2011.04.004
  58. Sheeran, P., Norman, P., & Orbell, S. (1999). Evidence that intentions based on attitudes better predict behaviour than intentions based on subjective norms. European Journal of Social Psychology, 29(23), 403-406. https://doi.org/10.1002/(SICI)1099-0992(199903/05)29:2/3<403::AID-EJSP942>3.0.CO;2-A
  59. Shimp, T. A. , & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280-289. doi:10.2307/3151638
  60. Sirkeci, I. (2013). Transnational marketing and transnational consumers . London: Springer.
  61. Song, S. J., & Hwang, J. S. (2007). The effect of online word-of-mouth on fashion involvement and internet purchase behavior. Journal of the Korean Society and Clothing and Textiles, 31(3), 410-419. doi:10.5850/ JKSCT.2007.31.3.410
  62. Sung, Y. S., Park, J. Y., & Park, E. A. (2002). The influence of online word of mouth information on viewing intention toward motion picture. Advertising Research, 57, 31-52.
  63. Woo, J., Ko, W. H., Park, K. D., & Hur, W. M. (2007). Consumer ethnocentrism and unwillingness to buy foreign products. Korean Journal of Advertising, 9(4), 230-256.
  64. Yang, E. J. (2014). Study on the behavioral intention of Chinese cosmetic surgery tourists applied to the extended theory of reasoned action. Journal of Tourism Studies, 26(2), 127-151.
  65. Yoo, H., Kim, D. K., & Han, J. (2008). The relationship between digitalization of media sport and viewing intention: Application of the Theory of the Reasoned Action. Korean Journal of Sports Science, 17(4), 743-753.
  66. Zhang, B., & Kim, J. H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 68-79. doi:10.1016/j.jretconser.2012.10.007