Browse > Article
http://dx.doi.org/10.5805/SFTI.2015.17.5.741

Fashion Consumers' Purchase Intention on Cross-border Online Shopping  

Lee, Joo Young (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
Choo, Ho Jung (Research Institute of Human Ecology, Seoul National University)
Lee, Hyejoo (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
Publication Information
Fashion & Textile Research Journal / v.17, no.5, 2015 , pp. 741-753 More about this Journal
Abstract
This study identified factors that influenced fashion consumers' purchase intentions for cross-border online shopping. This study utilized three outshopping motivation dimensions (utilitarian, social, and hedonic) to empirically verify research questions. The moderating effects of consumers' perceived risks between cross-border online shopping motivations and behavioral intention were also tested on Korean female consumers in their 20s to 40s who had experience purchasing fashion goods through a cross-border online shopping channel within a year. The research are as follows. First, the three motivations have positive effects on cross-border online shopping purchase intentions. Fashion consumers are greatly influenced by hedonic motivation compared to utilitarian and social motivations. Second, perceived risks do not negatively influence cross-border online shopping purchase intentions. Finally, there exists moderating effects of perceived risks between utilitarian motivation and cross-border online shopping purchase intentions. This study reveals motivational and moderating factors that influence fashion consumers to shop through a cross-border online shopping channel. It contributes to prior studies by extending the research range of cross-border online shopping into fashion. Marketers and retailers should note that fashion consumers are most influenced by hedonic motivation when shopping in cross-border online malls.
Keywords
cross-border online shopping; shopping motivation; perceived risk;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliff, NJ: Prentice Hall, Inc.
2 Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.   DOI
3 Baruca, A., & Zolfagharian, M. (2013). Cross-border shopping: Mexican shoppers in the US and American shoppers in Mexico. International Journal of Consumer Studies, 37(4), 360-366. doi:10.1111/j.1470-6431.2012.01097.x   DOI
4 Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.   DOI
5 Bender, W. C. (1964). Consumer purchase costs-do retailers recognize them?. Journal of Retailing, 11(1), 1-8.
6 Betterman, J. R. (1979). An information processing theory of consumer choice. Reading, MA: Addison-Wesley.
7 Bhatnagar, A., Mistra, S., & Rao, H. R. (2000). On risk, convenience, and Internet shopping behavior. Communications of the Association for Computating Machinery, 43(11), 98-110.
8 Broekemier, G. M., & Burkink, T. J. (2008). Using the internet to facilitate outshopping by rural residents: Survey and implications. Journal of Internet Commerce, 3(1), 63-78. doi:10.1300/J179v03n01   DOI
9 Burns, D. J., Lanasa, J. M., & Lackman, C. L. (1999). Outshopping: An examination from a motivational perspective outshopping: An examination from a motivational perspective. Journal of Professional Service Marketing, 19(2), 151-160. doi:10.1300/J090v19n02   DOI
10 Burns, D. J., & Warren, H. B. (1995). Need for uniqueness: shopping mall preference and choice activity. International Journal of Retail & Distribution Management1, 23(12), 4-12.
11 Chiu, C. M., Wang, E. T. G., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers' repeat purchase intentions in B2C ecommerce: The roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114. doi:10.1111/j.1365-2575.2012.00407.x   DOI
12 Darden, W. R., & Perreault, W. D., J. (1976). Identifying interurban shopers: Multiproduct purchase patterns and segmentation profiles. Journal of Marketing Research, 13(February), 51-60.   DOI
13 Dawson, S., & Garland, B. (1983). An extension of the outshopping paradigm to cross-national context: Mexican nationals outshopping in the United States. Proceedings of the American Marketing Association Educators' Conference, American Marketing Association, pp. 63-67.
14 Derbaix, C. (1983). Perceived risk and risk relievers: An empirical investigation. Journal of Economic Psychology, 3, 19-38. doi: 10.1016/0167-4870(83)90056-9   DOI   ScienceOn
15 Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: A perceived risk facets perspective. International Journal of Human Computer Studies, 59, 451-474. doi:10.1016/S1071-5819(03)00111-3   DOI
16 Fitzgerald, J., Quinn, T. P., Whelan, B. J., & Williams, J. A. (1988). An analysis of cross-border shopping. Dublin: The Economic and Social Research Institute.
17 Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of scale to measure the perceived benefits and risks of online shopping. Journal of Interactive Marketing, 20(2), 55-75.   DOI   ScienceOn
18 Gutierrez, S. S. M., Izquierdo, C. C., & Cabezudo, R. S. J. (2010). Product and channel-related risk and involvement in online contexts. Electronic Commerce Research and Applications, 9(3), 263-273. doi:10.1016/j.elerap.2009.09.005   DOI   ScienceOn
19 GVU. (1998). Graphic, Visualization, & Usability Center's(GVU) 10th WWW User Survey, 2003, from http://www.gvu.gatech.edu/user_surveys
20 Han, K. H. (2014). Promotion strategy for domestic internet shoppingmalls in foreign consumer market. The Korean-Japanese Journal of Economics & Management Studies, 65, 139-165.
21 Han, S. H., Lee, J. H., & Son, M. J. (2014). Cross-border shopping sales $2B, retailers are considering mark down. The Herald Business. Retrieved March 15, 2015 from http://news.heraldcorp.com/view.php?ud=20141127000278&md=20141127113212_BK
22 Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing2, 17(4/5), 403-419.   DOI
23 Hernandez, M. D., & Vicdan, H. (2014). Rethinking flow: qualitative insights from Mexican cross-border shopping. The International Review of Retail, Distribution and Consumer Research, 24(3), 347-360. doi:10.1080/09593969.2014.880937   DOI
24 Herrman, R. O., & Belk, L. L. (1968). Shoppers movements outside their local retail area. Journal of Marketing, 32(October), 45-51.   DOI
25 Hoffman, D., & Novak, T. (1997). A new marketing paradigm for electronic commerce. The Information Society, 13(1), 43-54.   DOI
26 Holbrook, M. B., & Hirschman, E. C. (1982). The experientail aspects of consumption: consumer fantasies, feelings and fun. Journal of Consumer Research, 9(2), 132-140.   DOI
27 Hozier, G. C., & Stem, D. E. (1985). General retail patronage loyalty as a determinant of consumer outbuyng behavior. Journal of Academy of Marketing Science, 13(Winter), 32-46.   DOI
28 Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263-292.   DOI
29 Jacoby, J., & Kaplan, L. (1972). The components of perceived risk. Proceedings of 3rd Annual Conference of the Association of Consumer Research, pp. 382-393.
30 Jayawardhena, C. (2004). Personal values' influence on e?shopping attitude and behaviour. Internet Research, 14(2), 127-138. doi: 10.1108/10662240410530844   DOI
31 Kim, E. J., Park, J. J., & Park, J. Y. (2014). Factors influencing consumers' overseas-direct-purchase behavior. Advertising Research, 103, 139-175.
32 Kim, P. H. (2015). Frequency of cross-border online shopping in last year, 1553 times, "the largest ever." Moneytoday. Retrieved March 20, 2015, from http://www.mt.co.kr/view/mtview.php?type=1&no=2015012308525831216&outlink=1
33 Ko, E. K., & Cheon, H. I. (2014). Cross-border online shopping $1B era. Still buy vitamins only? The Hankook-ilbo. Retrieved May 15, 2015 from http://www.hankookilbo.com/v/717b6a9c1dc5483c990192d4797f15ff
34 Kuncharin, W., & Mohamed, B. (2013). Cross-border shopping motivation, behaviours and ethnocentrism of Malaysian in Hatyai, Thailand. International Journal of Social, Human Science and Engineering, 7(4), 291-301.
35 Kwak, S. Y., & Yoo, S. G. (2014). A probe study on global crossborder B2C e-commerce. The e-Business Studies, 15(5), 211-228   DOI
36 Kwon, S. Y., Lee, J. Y., Oh, H. S., & Seo, Y. H. (2004). An moderating effect of perceived risk, purchased experience: The effect of consumer need for tactile cues on purchase intention in internet shopping mall. Fashion & Textile Research Journal, 6(5), 618-624.
37 Lee, J. S. (2014a). Black Friday D-1 for cross-border online customers, domestic corporations are state of emergency. Seoul Economic Daily. Retrieved March 20, 2015, from http://economy.hankooki.com/lpage/industry/201411/e20141126180327120210.htm
38 Leal, A., Lopez-Laborda, Julio, J., & Rodrigo, F. (2010). Cross-border shopping: A survey. International Advances in Economics Research, 16, 135-148.   DOI
39 Lee, C. H. (2015a). Cross-border shopping era, inbound Chinese tourists go, Chinese online shopping consumers come. The Asia Economy Daily. Retrieved May 15, 2015, from http://www.asiae.co.kr/news/view.htm?idxno=2015022618052162234
40 Lee, D. D., Paswan, A. K., Ganesh, G., & Xavier, M. J. (2009). Outshopping through the internet: A multicountry investigation. Journal of Global Marketing, 22(1), 53-66. doi:10.1080/08911760802511410   DOI
41 Lee, S. G. (2015b). Cross-border online shopping, last year $ 1.5B as largest ever. Daily Cosmetic. Retrieved March 20, 2015, from http://www.dailycosmetic.com/news/articleView.html?idxno=172311
42 Lee, S. H. (2014b). The impact of consumers' motivations on attitude and repurchase intention in overseas direct purchase shopping. The e-Business Studies, 15(6), 39-55.
43 Lee, Y. M. (2015c). Cross-border online shopping amount, female consumers < male consumers? The Seoul Shinmun. Retrieved April 23, 2015, from http://www.seoul.co.kr/news/newsView.php?id=20150127017014
44 Limayem, M., Khalifa, M., & Frini, A. (2000). What makes consumers buy from Internet? A longitudinal study of online shopping. IEEE Transactions on Systems, Man, and Cybernetics Part A:Systems and Humans, 30(4), 421-432. doi:10.1109/3468.852436   DOI
45 Moscardo, G. (2004). Shopping is the destination attraction: an empirical examination of the role of shopping in tourist destination choice and experience. Journal of Vacation Marketing, 10(4), 294-307.   DOI
46 Liu, C., & Forsythe, S. (2010). Post-adoption online shopping continuance. International Journal of Retail & Distribution Management, 38(2), 97-114.   DOI
47 Maignan, I., & Lukas, B. A. (1997). The nature and social use of the internet: a qualitative investigation. Journal of Consumer Affairs, 31(2), 346-371.   DOI
48 Martin, S. S., Camarero, C., & Jose, R. S. (2011). Dual effect of perceived risk on cross-national e-commerce. Internet Research, 21(1), 46-66. doi:10.1108/10662241111104875   DOI
49 Mowen, J. C., & Wiener, J. (1990). Consumer store choice and sales taxes: retailing, public policy and theoretical implications. Journal of Retailing, 66(2), 222-242.
50 O'Curry, S., & Strahilevitz, M. (2001). Probability and mode of acquisition effects on choices between hedonic and utilitarian options. Marketing Letters, 12, 37-49.   DOI
51 Oh, H. T., & Choi, H. C. (2014). What is Black Friday? The Segye Times. Retrieved from http://www.segye.com/content/html/2014/11/21/20141121003667.html?OutUrl=naver
52 Oh, J. J., Cheng, C. K., Lehto, X. Y., & O'Leary, J. (2004). Predictor of tourists shopping behavior: examination of socio-demographic characteristics in trip typologies. Journal of Vacation Marketing, 10(4), 308-319.   DOI
53 Peter, J. P., & Ryan, M. J. (1976). An investigation of perceived risk at the brand level. Journal of Marketing Research, 13, 184-188.   DOI
54 Robertson, J., & Fennel, J. (2007). The economic effects of regional shopping centers. Journal of Retail and Leisure Property, 6(2), 149-170.   DOI
55 Piron, F. (2002). International outshopping and ethnocentrism. European Journal of Marketing, 36(1/2), 189-210. doi:10.1108/03090560210412755   DOI
56 Reynolds, E. D., & Darden, W. R. (1972). Intermarket patronage: A psychographic study of consumer outshoppers. Journal of Marketing, 56(October), 50-54.
57 Rintamaki, T., Kanto, A., Kuusela, H., & Spence, M. T. (2006). Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions. International Journal of Retail & Distribution Management, 34(1), 6-24.   DOI   ScienceOn
58 Samli, A. C., & Uhr, E. B. (1974). The outshopping spectrum: Key for analyzing intermarket leakages. Journal of Retailing, 50(Summer), 70-78.
59 Seo, J. Y., & Kang, K. H. (2015). E-commers(cross-border online shopping) trends in recent 5 years. Daejeon: Korea Customs Service
60 Shin, H. K. (2015). Cross-border online shopping 50-60%${\uparrow}$, most popular items are "Polo padding." Yonhap News. Retrieved May 15, 2015, from http://www.yonhapnews.co.kr/bulletin/2015/01/03/0200000000AKR20150103016000030.HTML?input=1195m
61 Silvers, A. L., & Kim, H. H. (1996). Price and distance effects on mexican cross-border shopping: Implications for a borderlands economy. Journal of the Korean Regional Science Association, 12(2), 59-68.
62 Solomon, M. R. (1983). The role of products as social stimuli: a symbolic interationism perspective. Journal of Consumer Research, 10(3), 319-329.   DOI
63 Wang, D. (2004). Hong Kongers' cross-border consumption and shopping in Shenzhen: Patterns and motivations. Journal of Retailing and Consumer Services, 11, 149-159. doi:10.1016/S0969-6989(03)00014-6   DOI
64 Terzi, N. (2011). The impact of e-commerce on international trade and employment. Procedia-Social and Behavioral Sciences, 24, 745-753. doi:10.1016/j.sbspro.2011.09.010   DOI
65 Timothy, D. J. (2005). Shopping tourism, retailing and leisure. Clevedon: Channel View Publications.
66 Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. Management Information Systems Quarterly, 36(1), 157-178.
67 Yang, K. (2010). Determinants of US consumer mobile shopping services adoption: implications for designing mobile shopping services. Journal of Consumer Marketing, 27(3), 262-270. doi:10.1108/07363761011038338   DOI
68 Yang, S. C., Hung, W. C., Sung, K., & Farn, C. K. (2006). Investigating initial trust toward e-tailers from the elaboration likelihood model perspective. Psychology and Marketing, 23(5), 429-445.   DOI
69 Yu, B. H., & Chae, M. S. (2015). An exploratory study of factors affecting overseas online shopping behavior in Korea : Focusing on factors of technology acceptance model and online shopping acceptance model. Journal of Channel and Retailing, 20(2), 247-265.
70 Zhou, T. (2011). Understanding mobile Internet continuance usage from the perspectives of UTAUT and flow. Information Development, 27(3), 207-218. doi:10.1177/0266666911414596   DOI