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http://dx.doi.org/10.6115/fer.2018.008

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

Seo, Min Jeong (Department of Fashion Design, Chonbuk National University)
Jeong, Yu-Jin (Department of Child Studies, Chonbuk National University)
Publication Information
Human Ecology Research / v.56, no.2, 2018 , pp. 109-122 More about this Journal
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
attitudes toward cross-border online shopping; consumption beliefs; subjective norms; transnationalism;
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